The Evolution of Mass Personalization in Marketing
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| Format: | Thesis |
| Kulcsszavak: | artificial intelligence big data History of Marketing Marketing automation Mass personalization Recommendation engines |
| Online Access: | http://dolgozattar.uni-bge.hu/57605 |
| Abstract: | This research conducts secondary (literature review-based) research on the evolution of mass personalization. Starting from television marketing, this research presents how marketing looked like before the internet, how did technology and the internet change marketing, and how is marketing in the present day. The research also covers recommendation engines and marketing automation, and some ethical aspects of mass-personalization.Topics: market-segmentation, mass-personalization, recommendation engines, marketing automation, history of marketing |
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