From mass marketing to mass customization

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