Mass customisation through personalised brochures: the role of digital printing.

Migas, Nikos, Constantia, Anastasiadou and Buchanan, William J (2007) Mass customisation through personalised brochures: the role of digital printing. The 15th European Conference on Information Systems.

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This paper argues that despite the wide adoption of Internet technologies in destination marketing, information is still disseminated through printed brochures that have largely remained unchanged and unaffected by the trend towards greater personalisation of service. We argue that innovations in IT such as digital printing, allow for the replacement of the inflexible brochures of the past with dynamic, customised brochures. Such changes allow the Destination Marketing Organisations (DMOs) and other tourism providers to significantly improve the element of personalisation of their products, gain valuable marketing and intelligence data about their customers and substantially reduce their printing and posting costs.

Item Type: Article
Additional Information: Paper presented at The 15th European Conference on Information Systems, St. Gallen, Switzerland, June 2007
Uncontrolled Keywords: Personalisation; digital printing; variable data documents; brochures; XML, web-services;
University Divisions/Research Centres: Faculty of Engineering, Computing and Creative Industries > School of Computing
Dewey Decimal Subjects: 600 Technology > 680 Manufacture for specific uses > 686 Printing & related activities
Library of Congress Subjects: N Fine Arts > NE Print media
Item ID: 4002
Depositing User: Professor Bill Buchanan
Date Deposited: 21 Dec 2010 15:16
Last Modified: 12 Jan 2011 04:56

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