search query: @author Kotler, P. / total: 23
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| Author: | Kotler, P. |
| Title: | From mass marketing to mass customization. |
| Journal: | Planning Review
1989 : SEP/OCT, VOL. 17:5, p. 10-13, 47 |
| Index terms: | MARKETING MANAGEMENT CORPORATE STRATEGY |
| Language: | eng |
| Abstract: | Analysis of a differentiation strategy for segmented, micromarkets and individual markets for just one customer based on the four "Ps" of strategic marketing: probing, partitioning, prioritizing and positioning. 4 levels of market segmentation. Sales strategy for ketchup. 40 lifestyle groups. Transaction versus relationship marketing. Mass customizing. Custom cars and houses. Custom lodging and direct mail. |
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