The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal

As both practitioners of personalisation and victims of it, it is the person in personalisation that has been lost. The titans of the personalisation industry have commercially defined what personalisation should be for us all without realising what it takes to make a relationship work – a personal touch.

This book explores why. And if it can change.

? We learn about why we need to dismiss the personalisation perpetual hype, stop reducing it down to a single tactic designed purely to make mo...