customization, one-to-one marketing, buyer preferences, customer relationship management Marketers have been challenged by proponents of individual (one-to-one) marketing to shift from focusing on market segments to making individually customized offers. Building on current knowledge regarding the construction of customers’ preferences, the author examines the basic assumptions underlying individual marketing and presents a process model of customers’ responses to customized offers. The model addresses (1) preference development, (2) evaluation of customized offers, (3) likelihood of purchasing the customized offers, and (4) maintenance of relationships with one-to-one marketers. The analysis leads to specific propositions regarding determinants of customers’ responses to customized offers. The author discusses future research directions and managerial implications. Author(s): Itamar Simonson 1 1. Sebastian S. Kresge Professor of Marketing, Graduate School of Business, Stanford University 4.  | Toward a theory of repeat purchase drivers for consumer services. Michael Paul, Thorsten Hennig-Thurau, Dwayne D. Gremler, Kevin P. Gwinner, Caroline Wiertz.
Journal of the Academy of Marketing Science | Volume: 37 | Issue: 2 | Pps: 215-237
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5. | CRM literature: conceptual and functional insights by keyword analysis. Eleni K. Kevork, Adam P. Vrechopoulos.
Marketing Intelligence & Planning | Volume: 27 | Issue: 1 | Pps: 48-85
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6. | Is personalization of services always a good thing? Exploring the role of technology-mediated personalization (TMP) in service relationships. Anyuan Shen, A. Dwayne Ball.
Journal of Services Marketing | Volume: 23 | Issue: 2 | Pps: 79-91
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7. | I Want Products My Own Way, But Which Way? The Effects of Different Product Categories and Cues on Customer Responses to Web-based Customizations. Chia-Chi Chang, Hui-Yun Chen.
CyberPsychology & Behavior | Volume: 0 | Issue: 0 | Pps: 081210090115076-8
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8. | Putting one-to-one marketing to work: Personalization, customization, and choice. Neeraj Arora, Xavier Dreze, Anindya Ghose, James D. Hess, Raghuram Iyengar, Bing Jing, Yogesh Joshi, V. Kumar, Nicholas Lurie, Scott Neslin, S. Sajeesh, Meng Su, Niladri Syam, Jacquelyn Thomas, Z. John Zhang.
Marketing Letters | Volume: 19 | Issue: 3-4 | Pps: 305-321
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Complementing Mass Customization Toolkits with User Communities: How Peer Input Improves Customer Self-Design
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. Nikolaus Franke, Peter Keinz, Martin Schreier.
Journal of Product Innovation Management | Volume: 25 | Issue: 6 | Pps: 546-559
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10. | Choosing options for products: the effects of mixed bundling on consumers’ inferences and choices. Rebecca W. Hamilton, Nevena T. Koukova.
Journal of the Academy of Marketing Science | Volume: 36 | Issue: 3 | Pps: 423-433
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11. | Product uniqueness as a driver of customer utility in mass customization. Nikolaus Franke, Martin Schreier.
Marketing Letters | Volume: 19 | Issue: 2 | Pps: 93-107
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12. | Mass customization for long-term relationship development: Why consumers purchase mass customized products again. Seiji Endo, Doris H. Kincade.
Qualitative Market Research: An International Journal | Volume: 11 | Issue: 3 | Pps: 275-294
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13. | Aligning demand and supply flexibility in custom product co-design. Songlin Chen, Mitchell M. Tseng.
International Journal of Flexible Manufacturing Systems | Volume: 19 | Issue: 4 | Pps: 596-611
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14. | Getting too personal: Reactance to highly personalized email solicitations. Tiffany Barnett White, Debra L. Zahay, Helge Thorbjørnsen, Sharon Shavitt.
Marketing Letters | Volume: 19 | Issue: 1 | Pps: 39
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17. | Superfluous Choices and the Persistence of Preference. A. V. Muthukrishnan, Luc Wathieu.
Journal of Consumer Research | Volume: 33 | Issue: 4 | Pps: 454-460
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18. | Senior services: exploring nursing home services for community-based seniors. Jullet A. Davis, Louis D. Marino, Lenita Davis.
International Journal of Pharmaceutical and Healthcare Marketing | Volume: 1 | Issue: 4 | Pps: 304
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19. | What is personalization? A conceptual framework. Jari Vesanen.
European Journal of Marketing | Volume: 41 | Issue: 5/6 | Pps: 409
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20. | From strategic fit to customer fit. Matti Santala, Petri Parvinen.
Management Decision | Volume: 45 | Issue: 3 | Pps: 582
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21. | Marketing strategy: taxonomy and frameworks. Adel I. El-Ansary.
European Business Review | Volume: 18 | Issue: 4 | Pps: 266
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22. | Building bridges for personalization: A process model for marketing. Jari Vesanen, Mika Raulas.
Journal of Interactive Marketing | Volume: 20 | Issue: 1 | Pps: 5
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23. | Mass Customization: Reflections on the State of the Concept. Frank T. Piller.
International Journal of Flexible Manufacturing Systems | Volume: 16 | Issue: 4 | Pps: 313
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