Dear colleagues

Firms have always investigated the individual characteristics and preferences of their customers in order ensure them the best service. The digital revolution reveals a multitude of new possibilities to provide customers with highly customized solutions. By collecting and analyzing queries, cookies, purchase histories and the likes, companies gain a better understanding of their customers’ individual needs and granular personality profiles. Customization and personalization offer great potential to optimize key performance indicators such as customer acquisition and customer retention. In that spirit, the Marketing Review St.Gallen dedicates its 6th issue in 2016 to One-to-One Marketing. We would like to encourage you and your colleagues to submit a paper to this issue.

The topics of interest include, but are not limited to:

• Theoretical and conceptual aspects concerning One-to-One Marketing
• One-to-One Marketing and its effects on customer relationships
• One-to-One Marketing and privacy protection – opportunities and limits
• One-to-One Marketing from the cost perspective – between effectiveness and efficiency

The Marketing Review St.Gallen focuses on quality, relevance and feasibility. Since 2006, we employ a double-blind review process. Each paper will be anonymously reviewed by a member of both the scientific and the management community.

We are looking forward to your submission. Deadline for the abstract (1/2-1 page) is 2nd May 2016 and for the full paper (approximately 18‘500 characters, including spaces) is 4th July 2016. I will be happy to answer your questions per e-mail (Kristina.kleinlercher@unisg.ch) or telephone (+41 (0) 71 224 7185).

Thank you for a short feedback.

Kind regards from St.Gallen

Kristina Kleinlercher

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