Strycharz, Joanna; van Noort, Guda; Helberger, Natali; … - In: European Journal of Marketing 53 (2019) 4, pp. 635-660
Purpose The purpose of this paper is to provide insights into personalisation from a practitioner’s perspective to bridge the practitioner-academia gap and steer the research agenda. A wide scope of research has investigated personalisation from a consumer perspective. The current study aims...