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Marketing for Mass Customization
Jan Christoph Ihl
其他書名
Consumer behavior and the impact of marketing policies in the context of customized products
出版Springer Fachmedien Wiesbaden, 2014-05-14
主題Business & Economics / Management ScienceBusiness & Economics / GeneralBusiness & Economics / Management
ISBN383491956X9783834919564
URLhttp://books.google.com.hk/books?id=MELTPwAACAAJ&hl=&source=gbs_api
註釋In many markets, product demand is highly heterogeneous because consumers strive to satisfy their individual desires and unique tastes.The concept of mass customization subsumes several innovations in production and information technologies that allow firms to better respond to the challenge of individualized demand. Jan Christoph Ihl analyses new determinants for the market-based success of product customization.