| Author: | Logman, M. |
| Title: | Marketing mix customization and customizability |
| Journal: | Business Horizons
1997 : NOV-DEC, VOL. 40:6, p. 39-44 |
| Index terms: | MARKETING MIX CUSTOMERS METHODOLOGY SERVICE MARKETING PRICING SELLING |
| Language: | eng |
| Abstract: | When it comes to marketing and producing a product or service, businesses have two options: either customize the marketing mix instruments themselves or let customers do it. Using framework provided in this paper allows marketing practitioners to evaluate different customization options for their marketing mix instruments. When a firm chooses to customize the marketing mix of its own, it should take care to ensure that its marketing policy is transparent and unambiguous to customers. Careful decisions based on a proper framework for evaluating the options can result in a marketing mix that comes close to providing everything to every customer. |
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