Prospects for Personalization on the Internet

被引：142
作者：
Montgomery, Alan L. [1 ]
Smith, Michael D. [2 ]
机构：
[1] Carnegie Mellon Univ, Tepper Sch Business, Pittsburgh, PA 15213 USA
[2] Carnegie Mellon Univ, Heinz Sch Publ Policy, Pittsburgh, PA 15213 USA
来源：
JOURNAL OF INTERACTIVE MARKETING | 2009年 / 23卷 / 02期
关键词：
Interactive marketing; Personalization; CONCEPTUAL-FRAMEWORK; WEB PERSONALIZATION; PRIVACY;
D O I：
10.1016/j.intmar.2009.02.001
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Personalization is a key component of an interactive marketing strategy. Its purpose is to adapt a standardized product or service to an individual customer's needs. The goal is to create profit for the producer and increased value for the consumer. This goal fits nicely into traditional notions of segmentation. Applications of personalization have advanced greatly in con junction with the Internet, since it provides an environment that is information rich and well suited to interactivity. This article reviews past research on personalization and considers some examples of personalization in practice. We discuss what we believe are key problems and directions for personalization in the future. (C) 2009 Direct Marketing Educational Foundation, Inc. Published by Elsevier B.V. All rights reserved.
引用
收藏
页码：130 / 137
页数：8
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