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Markets of One

This collection of ten Harvard Business Review articles - edited by, and with an introduction from, Pine & Gilmore - chronicles the evolution of business competition from mass markets to markets of one. In other words … from creating standardized value through Mass Production to creating customer-unique value through Mass Customization. The book examines many of the resulting changes in approach to strategy and operations – for example, moving from pushing products to fulfilling individual needs, moving from focusing solely on market share to measuring customer share, and moving from marketing to the masses to cultivating learning relationships with each customer. Markets of One offers the best of the leading thinkers on the topic, exploring both the promise and pitfalls of Mass Customization. Practical applications are presented with examples of leading companies that successfully mass customize for markets of one.

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