Catherine Needham is Senior Lecturer in the School of Politics and International Relations at Queen Mary, University of London. She has written extensively on public service reform.

"Catherine Needham's thoughtful and nuanced analysis of personalisation makes this essential reading for students of social policy. This accessible and scholarly book also makes a major contribution to the policy analysis literature." Marian Barnes, University of Brighton

• Personalisation as narrative; Paternalism, consumerism and personalisation; Personalised public services; Policy translation: how personalisation spreads; Commissioning personalised services; Personalising the front-line; Personalisation, citizenship and the state; Conclusion.

Catherine Needham is Senior Lecturer in the School of Politics and International Relations at Queen Mary, University of London. She has written extensively on public service reform.

"Catherine Needham's thoughtful and nuanced analysis of personalisation makes this essential reading for students of social policy. This accessible and scholarly book also makes a major contribution to the policy analysis literature." Marian Barnes, University of Brighton

• Personalisation as narrative; Paternalism, consumerism and personalisation; Personalised public services; Policy translation: how personalisation spreads; Commissioning personalised services; Personalising the front-line; Personalisation, citizenship and the state; Conclusion.

Catherine Needham is Senior Lecturer in the School of Politics and International Relations at Queen Mary, University of London. She has written extensively on public service reform.

"Catherine Needham's thoughtful and nuanced analysis of personalisation makes this essential reading for students of social policy. This accessible and scholarly book also makes a major contribution to the policy analysis literature." Marian Barnes, University of Brighton

• Personalisation as narrative; Paternalism, consumerism and personalisation; Personalised public services; Policy translation: how personalisation spreads; Commissioning personalised services; Personalising the front-line; Personalisation, citizenship and the state; Conclusion.