Personalization vs. Customization
http://www.allen.com/cgi-bin/gt/tpl_page.html,template=1&content=26&nav1=1&

Allen, Cliff
Allen.com
2003

Abstract:

The concept of personalizing for customers is certainly not new. But the Web elevates it to a near art form. The Web is the perfect marketing environment for precision marketing, because individuals can be uniquely identified, and a message can be tailored specifically to them.