Personalização no Marketing

This work encompasses the various aspects that allow for the connection between personalization and marketing, proposing a set of conceptual frameworks and action recommendations that constitute a relevant body of knowledge for marketing professionals, for managers responsible for analyzing the impact of personalization on business, and for company professionals responsible for the adoption/implementation of technologies and information systems that support personalization. The main topics covered in this work relate to knowledge about personalization (types, strategies, and variants/dimensions), the cognitive behavior of the individual, the consequences for organizations of the generalization of technological systems and means, the main business models with an aptitude for personalization, the technological infrastructures supporting marketing processes that lead to personalization, user interface systems, front-end systems, server systems, back-end systems, existing products and technologies applied to personalized marketing, as well as examples of projects.