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| Author: | Pine, J. II Peppers, D. Rogers, M. |
| Title: | Do you want to keep your customers forever? |
| Journal: | Harvard Business Review
1995 : MAR/APR, VOL. 73:2, p. 103-119 |
| Index terms: | MARKETING COMPANIES TECHNOLOGY |
| Language: | eng |
| Abstract: | Customers, whether consumers or businesses, do not want more choices. They want exactly what they want, and technology now makes it possible for companies to give it to them. But few companies are exploiting that potential. In "Do You Want to Keep Your Customers Forever?" the authors contend that companies shopuld use technology to become mass customizers that efficiency provide individually customized goods and services. |
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