In other words, by maximizing personalization you create offers that are more likely than ever before to elicit positive responses from customers. And that's what marketing is supposed to be about. Clarence Henderson is president of Henderson Consulting International , Manila, Philippines. He also contributes the monthly Pearl of the Orient Seas column on the Asia Pacific Management Forum , and writes and maintains the Philippines market research resources and capsules. Market Research Graffiti is a regular column on issues of interest to the market research community.
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