Abstract
Personalised marketing is aimed at meeting customers’ needs in respect of information and product offerings, and thus at building positive longterm relationships between the firm and its customers. The customerspecific orientation of marketing activities requires extensive information on customers, including their preferences and behaviour. Individualised strategies and measures have been used for decades in traditional industrial marketing, based primarily on personal interactions between supplier and customer. Due to the development of new information and communication technologies, personalised or individualised marketing techniques can now be used even in mass markets. Because of its particular characteristics (interactivity, multimedia ability, the availability of information at any time and anywhere) the Internet is an especially suitable vehicle for personalisation strategies. Comprehensive information on customers can be gathered on-line and analysed easily at a reasonable cost. Based on a thorough interpretation of this information — combined with modular value-creation processes in business firms — customerspecific products and services offer a promising alternative for companies whose customers have tended to be rather anonymous.
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© 2004 Sonja Grabner-Kräuter
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Grabner-Kräuter, S. (2004). The Process of Web Personalisation: A Framework to Determine Appropriate Personalisation Systems. In: Gadner, J., Buber, R., Richards, L. (eds) Organising Knowledge. Palgrave Macmillan, London. https://doi.org/10.1057/9780230523111_8
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DOI: https://doi.org/10.1057/9780230523111_8
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