Marketing Letters

, 19:305 | Cite as

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

  • Neeraj Arora
  • Xavier Dreze
  • Anindya Ghose
  • James D. Hess
  • Raghuram Iyengar
  • Bing Jing
  • Yogesh Joshi
  • V. Kumar
  • Nicholas Lurie
  • Scott Neslin
  • S. Sajeesh
  • Meng Su
  • Niladri Syam
  • Jacquelyn Thomas
  • Z. John Zhang


The tailoring of a firm’s marketing mix to the individual customer is the essence of one-to-one marketing. In this paper, we distinguish between two forms of one-to-one marketing: personalization and customization. Personalization occurs when the firm decides what marketing mix is suitable for the individual. It is usually based on previously collected customer data. Customization occurs when the customer proactively specifies one or more elements of his or her marketing mix. We summarize key challenges and knowledge gaps in understanding both firm and customer choices in one-to-one markets. We conclude with a summary of research opportunities.


One-to-one marketing Customization Personalization Marketing mix Choice 


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Copyright information

© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  • Neeraj Arora
    • 1
  • Xavier Dreze
    • 2
  • Anindya Ghose
    • 3
  • James D. Hess
    • 4
  • Raghuram Iyengar
    • 2
  • Bing Jing
    • 3
  • Yogesh Joshi
    • 5
  • V. Kumar
    • 6
  • Nicholas Lurie
    • 7
  • Scott Neslin
    • 8
  • S. Sajeesh
    • 2
  • Meng Su
    • 9
  • Niladri Syam
    • 10
  • Jacquelyn Thomas
    • 11
  • Z. John Zhang
    • 2
  1. 1.A.C. Nielsen Center for Marketing Research, Wisconsin School of BusinessUniversity of Wisconsin-MadisonMadisonUSA
  2. 2.The Wharton SchoolUniversity of PennsylvaniaPhiladelphiaUSA
  3. 3.IOMS Department, Leonard N. Stern School of BusinessNew York UniversityNew YorkUSA
  4. 4.Department of MarketingUniversity of HoustonHoustonUSA
  5. 5.Department of Marketing, Robert H. Smith School of BusinessUniversity of MarylandCollege ParkUSA
  6. 6.Georgia State UniversityAtlantaUSA
  7. 7.College ManagementGeorgia Institute of TechnologyAtlantaUSA
  8. 8.Amos Tuck School of Business AdministrationDartmouth CollegeHanoverUSA
  9. 9.Guanghua School of ManagementBeijingChina
  10. 10.C.T. Bauer College of BusinessUniversity of HoustonHoustonUSA
  11. 11.Integrated Marketing Communications (IMC)Northwestern UniversityEvanstonUSA

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