From mass marketing to mass customization

Planning Review

ISSN: 0094-064X

Publication date: 1 May 1989

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

Philip Kotler (1989) "From mass marketing to mass customization", Planning Review, Vol. 17 No. 5, pp. 10-47

Download as .RIS

DOI

: https://doi.org/10.1108/eb054267

Publisher

:

MCB UP Ltd

Copyright © 1989, MCB UP Limited

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