Making It Personal

Making It Personal

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by Bruce Kasanoff
     
 

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At what point do personalization and privacy clash? Are there limits to how personal a company can get? Who owns personal information? To what extent should technology be constrained by social factors? In Making It Personal, business technology and strategy expert Bruce Kasanoff offers a mission- critical briefing for anyone who wants to know how to profit from

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Overview

At what point do personalization and privacy clash? Are there limits to how personal a company can get? Who owns personal information? To what extent should technology be constrained by social factors? In Making It Personal, business technology and strategy expert Bruce Kasanoff offers a mission- critical briefing for anyone who wants to know how to profit from personalization without crossing the line. Drawing from a wide array of primary sources, Kasanoff explores the cultural, political, legal, and technological dimensions of personalization and how they play out in the corporate environment. Making It Personal offers a unique, multidimensional perspective to a phenomenon that is revolutionizing business and will play out in dramatic fashion in the years to come.

Editorial Reviews

Publishers Weekly
In Making It Personal: How to Profit from Personalization without Invading Privacy, Bruce Kasanoff, founder of the consulting site HowPersonal.com, advises business execs on how to win customers via personalization, or "when companies use technology to treat individuals like, well, individuals." First and foremost, he says, companies must modify indiscriminate telemarketing, mass mailing and other often invasive marketing practices. Zeroing in on psychological, legal and financial aspects of interactions between individuals and enormous corporations, Kasanoff has high hopes for a dynamic that will satisfy both parties: individuals will feel taken care of and remembered (e.g., once they give their personal information to a company, they won't have to go through that rigmarole again); companies will win loyal customers and won't waste resources (e.g., having their telemarketers hung up on). Businesses looking for slicker approaches in today's iffy economy will appreciate this cutting-edge advice. ( Dec.) Copyright 2001 Cahners Business Information.

Product Details

ISBN-13:
9780738207797
Publisher:
Basic Books
Publication date:
11/01/2002
Edition description:
REPRINT
Pages:
240
Product dimensions:
0.55(w) x 6.00(h) x 9.00(d)

What People are saying about this

Lisa Hammitt
A cautionary tale, this book serves both those who enable personalization and those who are effected by it.
— Lisa Hammitt, CEO, Black Pearl
Scott A. Martin
This book offers a fresh perspective into what it takes for a company to profit.
— Scott A. Martin, Founder and President, The Personalization Consortium, ad VP, CRM and Alliances, Critical Mass
Jim Sterne
Utterly absorbing, surprisingly entertaining and remarkably compelling, it just may be the most practical and important book on privacy written.
— Jim Sterne, Web marketing maven and author of World Wide Web Marketing, 3rd Edition
Pehong Chen
Kasanoff makes a compelling case that personalization is not a marketing fad, but rather a fundamental change in business.
— Dr. Pehong Chen
Chris Locke
Kasanoff understands better than anyone I know how a company can find the right balance of personalization, privacy and profits.
— Chris Locke, author of Gonzo Marketing and co-author of The Cluetrain Manifesto
George Day
Kasanoff forces us to confront the potential conflicts between personalization strategies and employee-customer privacy, giving us valuable ways to handle dilemmas.
— George Day, professor at The Wharton School and author of Market Driven Organization

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Meet the Author

Bruce Kasanoff is an expert on personalization, customer relationship marketing, and business technology. One of the original partners of the Peppers and Rogers Group, the world's foremost authority on one-to-one marketing, he is founder of the on-line newsletter Inside Privacy. Also a popular speaker, commentator, and consultant, he lives with his family in Westport, Connecticut.

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