Question
What is personalisation? What are the main benefits to consumers and to firms of personalisation, and the potential costs to firms and consumers? Can you
What is personalisation? What are the main benefits to consumers and to firms of personalisation, and the potential costs to firms and consumers? Can you offer an example of a firm that is known for personalisation? What is one of the main challenges for firms in implementing personalisation? (What is the opposite to personalisation, how is personalisation changing the practice of marketing?)
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International Marketing & Export Management
Authors: Gerald Albaum, Edwin Duerr
7th edition
273743880, 978-8131791189, 8131791181, 978-0273743880
