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Customer Engagement Through Personalization and Customization

  • Alexander Bleier
  • Arne De Keyser
  • Katrien Verleye
Chapter

Abstract

This chapter examines how tailored marketing strategies in the form of customization and personalization can foster customer engagement along the customer lifecycle. Building on various real-world examples, the authors outline the general array of opportunities that companies have at their disposal to customize and/or personalize the marketing mix. In addition, they discuss important contingency factors that facilitate or impede the applicability of both strategies under various business circumstances.

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Alexander Bleier
    • 1
  • Arne De Keyser
    • 2
  • Katrien Verleye
    • 3
  1. 1.Boston CollegeBostonUSA
  2. 2.EDHEC Business SchoolLilleFrance
  3. 3.Ghent UniversityGentBelgium

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