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Customer Engagement Through Personalization and Customization

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Customer Engagement Marketing

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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Notes

  1. 1.

    Given its broad nature, we do not consider mass personalization as a true company effort to enhance the personal relevance of its products and services. In what follows, we therefore only discuss segment-level and individual-level personalization.

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Author information

Authors and Affiliations

  1. Boston College, Boston, MA, USA

    Alexander Bleier

  2. EDHEC Business School, Lille, France

    Arne De Keyser

  3. Ghent University, Gent, Belgium

    Katrien Verleye

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  1. Alexander Bleier
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  2. Arne De Keyser
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  3. Katrien Verleye
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Editor information

Editors and Affiliations

  1. Foster School of Business, University of Washington, Seattle, Washington, USA

    Robert W. Palmatier

  2. Georgia State University, Atlanta, Georgia, USA

    V. Kumar

  3. Florida State University, Tallahassee, Florida, USA

    Colleen M. Harmeling

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Bleier, A., De Keyser, A., Verleye, K. (2018). Customer Engagement Through Personalization and Customization. In: Palmatier, R., Kumar, V., Harmeling, C. (eds) Customer Engagement Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-61985-9_4

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