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."