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| Author: | Vesanen, J. |
| Title: | What is personalization? A conceptual framework |
| Journal: | European Journal of Marketing
2007 : VOL. 41:5/6, p.409-418 |
| Index terms: | marketing business communication |
| Freeterms: | customization direct marketing |
| Language: | eng |
| Abstract: | The aim of this paper is to help to understand what it is all about in question when talking about personalization. Based on the literature, a conceptual framework of personalization is presented. A problem related to personalization is that personalization means something different to each business and to the different actors in the value chain. This lack of agreement regarding the meaning of personalization hinders co-operation between service providers and marketers who are willing to apply personalization. It is hoped that the framework is useful when discussing and developing the idea of personalization further. |
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