Markt- und Unternehmensentwicklung Markets and Organisations

Marketing for Mass Customization

Consumer behavior and the impact of marketing policies in the context of customized products

Authors: Ihl, Jan Christoph

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  • ISBN 978-3-8349-6493-9
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About this book

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.

Buy this book

eBook  
  • ISBN 978-3-8349-6493-9
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices

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Bibliographic Information

Bibliographic Information
Book Title
Marketing for Mass Customization
Book Subtitle
Consumer behavior and the impact of marketing policies in the context of customized products
Authors
Series Title
Markt- und Unternehmensentwicklung Markets and Organisations
Copyright
2014
Publisher
Gabler Verlag
Copyright Holder
Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden
eBook ISBN
978-3-8349-6493-9
Edition Number
1
Topics