Abstract
PERSONALISATION Although the general definitions tend to be similar, the term personalisation is used in several different ways. This is the definition that was used for this particular research: personalisation is a segmented form of communication that sends (groups of) different recipients different messages tailored to their individual preferences. Differentiation of content in this framework is more thorough than some classical interpretations of personalisation, which would consider a
Cite
CITATION STYLE
Postma, O. J., & Brokke, M. (2002). Personalisation in practice: The proven effects of personalisation. Journal of Database Marketing & Customer Strategy Management, 9(2), 137–142. https://doi.org/10.1057/palgrave.jdm.3240069
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