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Keywords: Personalization effectiveness
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (4): 635–660.
Published: 25 February 2019
... of the personalisation process, looking into for example, different types of customer data (Brinson et al., 2018) or different delivery channels (Cheng et al., 2009). Expert interviews Personalization effectiveness Personalised marketing Conceptualisation Privacy concern The past...
