Putting one-to-one marketing to work: Personalization, customization, and choice

Marketing Letters

Volumn 19, Issue 3-4, 2008, Pages 305-321

  Arora, Neeraj ^a   Dreze, Xavier ^b   Ghose, Anindya ^c   Hess, James D ^d   Iyengar, Raghuram ^b   Jing, Bing ^c   Joshi, Yogesh ^e   Kumar, V ^f   Lurie, Nicholas ^g   Neslin, Scott ^h   Sajeesh, S ^b   Su, Meng ⁱ   Syam, Niladri ^j   Thomas, Jacquelyn ^k   Zhang, Z John ^b  

^a UNIVERSITY OF WISCONSIN MADISON   (United States)

^b UNIVERSITY OF PENNSYLVANIA   (United States)

^c NEW YORK UNIVERSITY   (United States)

^d UNIVERSITY OF HOUSTON   (United States)

^e UNIVERSITY OF MARYLAND   (United States)

^f GEORGIA STATE UNIVERSITY   (United States)

^g GEORGIA INSTITUTE OF TECHNOLOGY   (United States)

^h DARTMOUTH COLLEGE   (United States)

ⁱ Peking University   (China)

^j UNIVERSITY OF HOUSTON   (United States)

^k NORTHWESTERN UNIVERSITY   (United States)

more..

Author keywords

Choice; Customization; Marketing mix; One to one marketing; Personalization

Indexed keywords

EID: 54149083175     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-008-9056-z     Document Type: Article

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