Descriptor: "*RELATIONSHIP marketing" / Journal: brandweek / Language: english / Topic: commercial product marketing and marketing strategy - Searchworks@Jio Institute Digital Library Search Results

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Start Over Descriptor "*RELATIONSHIP marketing" Topic commercial product marketing Topic marketing strategy Language english Journal brandweek

Author: Kusek, Kathleen
Subjects: *MARKETING strategy, *PRODUCT design, *COMMUNICATION in marketing, *RELATIONSHIP marketing, *COMMERCIAL product marketing, *CUSTOMER relations
Abstract: In this article the author discusses the mass customization of marketing, in which marketing firms attempted to offer consumers products that met their needs exactly and attempted to allow consumers to become involved in developing products. She is critical of the idea of mass customization and suggests that it confuses consumers by giving them too many choices to consider at one time.
Published: 2010

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