An important marketing tool with respect to customer individualization is<br>one-to-one marketing. Instead of addressing customer groups or masses of customers, here the individual relationship to the customer is at the center stage of<br>marketing activities (Wirtz 1995a). However, one-to-one marketing not only refers<br>to an individual customer, but also particularly to individualized product development and design, which is known under the apparently contradictory keyword mass<br>customization (Wehrli and Wirtz 1997). Companies seek to exploit the cost<br>advantages of mass production by means of mass customization and try to give their<br>products an individual character. An example of mass customization is NIKEiD that<br>enables customers to configure their individual and personalized sneakers.
正在翻譯中..
