The tailoring of a firm’s marketing mix to the individual customer is the essence of one-to-one m... more 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.
Joshi, Y. & DK Upreti (2008): Sorediate and isidiate species of the lichen genus Caloplaca (A... more Joshi, Y. & DK Upreti (2008): Sorediate and isidiate species of the lichen genus Caloplaca (Ascomycetes, Teloschistaceae) from India. - Nova Hedwigia 86: 259-272. Abstract: Caloplaca species with vegetative diaspores occurring in India are revised. Ten sorediate and four ...
The tailoring of a firm’s marketing mix to the individual customer is the essence of one-to-one m... more 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.
Joshi, Y. & DK Upreti (2008): Sorediate and isidiate species of the lichen genus Caloplaca (A... more Joshi, Y. & DK Upreti (2008): Sorediate and isidiate species of the lichen genus Caloplaca (Ascomycetes, Teloschistaceae) from India. - Nova Hedwigia 86: 259-272. Abstract: Caloplaca species with vegetative diaspores occurring in India are revised. Ten sorediate and four ...
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Papers by Yogesh Joshi