Ereview
Abstract
This month’s eReview is an
overview of the new book
Personalization: Data-Driven Print
and Internet Communications by
Center Director Dr. Patricia Sorce.
"The premise of this book is that
marketing firms can improve
the results of their campaigns
by eliminating the waste of
unwanted advertising through
the use of relevant,
personalized promotional
materials using the latest database and media
technologies. Personally relevant marketing
communications that are perceived as worthwhile by the
receiver will reduce waste in both marketing budgets and
environmental resources."
Collections
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