Applying Personalization to the Purchase Decision Process
http://www.allen.com/cgi-bin/gt/tpl_page.html,template=1&content=17&nav1=1&

Allen, Cliff
Allen.com
2003

Abstract:

The idea of personalizing Web and e-mail content is becoming well accepted because most of us already personalize the person-to-person communications that we use every day. However, planning a personalized web site has proven to be more of a challenge than many marketers had imagined.