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Prospects for Personalization on the Internet
2008
Social Science Research Network
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 conjunction with the Internet, since it provides an environment that is information rich and well suited to interactivity. This
doi:10.2139/ssrn.1169874
fatcat:5nrh3jb7gfdmpodq5qctjiqcga