The book also assesses the convergence of both producers and consumers towards the co-creation of goods and services and the challenges surrounding personalization, customization, and bespoke marketing in the context of ownership and consumption.
- Offers multiple perspectives on personalization, a pervasive and complex issue
- Presents expertise and practical examples to help users understand personalization and its application to a variety of disciplines
- Breaks new ground in defining and explaining personalization in the context of individualized and micro-marketing
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