Building relationships with customers - a first step towards (mass-) customization of products and services

Although new technologies are still at a rudimentary stage, they are the foundation of an emerging generation of information systems which will change the traditional mass-marketing approach ...

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Year of publication:	1996
Authors:	Grether, Mark
Publisher:	Universität <Mannheim> / Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Marketing II
Subject:	Marketing \| marketing \| Kundenbindung \| Customer loyalty

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Table of Contents
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Table of Content
The Competitive Landscape
Share of Customer
Collaborate with Customers
Dialogue with Customers
Mass Customization
Bibliography