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Keywords: One-to-one marketing
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Journal Articles
Journal:
Journal of Service Management
Journal of Service Management (2023) 34 (3): 520–552.
Published: 21 June 2022
...Khalid Mehmood; Katrien Verleye; Arne De Keyser; Bart Larivière Purpose Over the last 50 years, increased attention for personalization paved the way for one-to-one marketing efforts, but firms struggle to deliver on this promise. The purpose of this manuscript is to provide a complete picture...
Includes: Supplementary data
