From mass marketing to mass customization
5070
Abstract
This famous marketing guru tells how to create a differentiation strategy specifically for the mass market, segmented markets, micromarkets, and—the latest evolution—individual markets of just one customer.
Citation
Kotler, P. (1989), "From mass marketing to mass customization", Planning Review, Vol. 17 No. 5, pp. 10-47. https://doi.org/10.1108/eb054267
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited