Synopsis
As technology has come to permeate every aspect of organizational life today, our ability to gain access to data in real time has grown exponentially, as have our abilities to share information, knowledge, and expertise across the enterprise; to communicate with customers, suppliers, and other stakeholders; and to customize working tools. But this freedom does not come without some profound consequences. At what point do personalization and privacy clash? Are there limits to how personal a company can get? Who owns personal information? 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 over into the unethical. 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 perspective on a phenomenon that is revolutionizing business and will play out in dramatic fashion in the years to come.
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About the Author
Bruce Kasanoff is an expert on personalization, customer relationship management, 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.
Reviews
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.
Copyright 2001 Cahners Business Information, Inc.
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Making It Personal: How To Profit From Personalization Without Invading Privacy
Published by
Basic Books (edition First Edition), 2001
ISBN 10: 0738205362
ISBN 13: 9780738205366
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Hardcover
First Edition
Seller: BooksRun, Philadelphia, PA, U.S.A.
Seller rating 5 out of 5 stars
Hardcover. Condition: Fair. First Edition. With dust jacket. The item might be beaten up but readable. May contain markings or highlighting, as well as stains, bent corners, or any other major defect, but the text is not obscured in any way. Seller Inventory # 0738205362-7-1-29
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Making It Personal: How To Profit From Personalization Without Invading Privacy
Seller: Archives Books, Inc., Edmond, OK, U.S.A.
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hardcover. Condition: Good. Dust jacket is in Good condition. Remainder mark. No other markings. Historic Oklahoma Bookstore on Route 66. Packages shipped daily, Mon-Friday. Seller Inventory # mon0000746532