haku: @author Rogers, M. / yhteensä: 16
viite: 8 / 16
| Tekijä: | Pine, B. J. Peppers, D. Rogers, M. |
| Otsikko: | Do you want to keep customers forever? (Marketinginformationssystem) |
| Lehti: | Harvard Business Review
1995 : MAR-APR, VOL. 73:2, p. 103-114 |
| Asiasana: | |
| Vapaa asiasana: | MARKETINGSTRATEGIE, PRODUKTPOLITIK, KUNDE |
| Kieli: | eng |
| Tiivistelmä: | Customers 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. This article contents that companies should use technology to become mass customizers that efficiently provide individually customized goods and services, eliciting information from each customer about his/her specific needs. The result will be a learning relationship that binds producers and consumers together. Such a relationship will make it almost impossible for competitors to entice customers away. |
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