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The case for customization
Author(s) -
Hanna Jeannette
Publication year - 2003
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2003.tb00352.x
Subject(s) - rubric , personalization , business , computer science , process management , advertising , marketing , sociology , pedagogy
The framework for personalized print communications—often included under the rubric customer message management—has existed for several years, and sales staffs have been enthusiastic supporters. But as Jeannette Hanna demonstrates in a case analysis, this reality will only emerge when the approach is part of a new strategic direction, drives down costs, and is complemented by a dynamic and highly flexible communications design culture.