Two apparently contradictory trends emerge from recent developments in marketing
thinking—global marketing, and individual, or one-to-one, marketing
relationships. Simultaneously, recent manufacturing developments have enabled
firms to provide “mass customization, “ or products tailored to individual
customer requirements. This article discusses these two issues, and suggests
that they are the same phenomenon, viewed from two distinct disciplines. This
raises serious questions about possible responses of Western companies to
Japanese competition.
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