Personalization model for e-marketing

Abstract

The development of electronic marketing has contributed to present models and structures for marketing strategies. Personalization is an inseparable portion of electronic marketing and has contributed to models and structures of marketing .The presented personalization models do not have a comprehensive structure and can not cover marketing domains of all services and goods, and also have not a considerable precision for predicting customer's behavior. In this paper, a personalization model is presented based on the theoretical fundamentals of marketing and the known concept of 4P Marketing Mix. In comparison with other models, our mode) will cover all electronic marketing domains of goods and services, and also it will provide a more precision for predicting the customer's behavior.