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Journal articles (2018), European Journal of Marketing, 52 (5/6), pp. 1037-1059

Automated Adaptive Selling

KAPTEIN M., McFARLAND Richard , PARVINEN P.

This paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face interactions. This method customizes persuasive messages for individual customers as they navigate a retailer’s website.

KAPTEIN, M., MCFARLAND, R. and PARVINEN, P. (2018). Automated Adaptive Selling. European Journal of Marketing, 52(5/6), pp. 1037-1059.