The aim of the marketing communication is to establish long-term relationships between customer and organization. Evolution of marketing communication and media development allowed advanced personalization of product messages in real time. Today, personalization is one of the strongest e-marketing trends. And it is growing still. Internet offers a lot of effective tools for individualized communications and products. This can help businesses become more competitive. The article introduces the problem of the personalization idea and tools.
Natalia Szwarc, Majewski Business Consulting, ul. Rogalinska 5c/8, 80-809 Gdansk, Poland
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