Putting One-to-One Marketing to Work: Personalization, Customization and Choice

One-to-one marketing advocates tailoring of one or more aspects of the firm’s marketing mix to the individual customer (Peppers and Rogers 1997; Peppers, Rogers and Dorf 1999; Shaffer and Zhang 2002). One-to-one marketing represents an extreme form of segmentation, with a target segment of size one. There are two forms of one-to-one marketing: personalizatio