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Other titles in the Harvard Business Review series:
Markets of One: Creating Customer-Unique Value Through Mass Customization (Harvard Business Review)
Synopses & Reviews
Book News Annotation:
A collection of 10 Harvard Business Review articles chronicling the evolution of business competition from mass markets to the creation of customer-unique value through mass customization. Articles examine changes in strategy and operations approaches, and look at the transformation from focus on market share to measuring customer share and from marketing to the masses to cultivating learning relationships with each customer. Gilmore and Pine are cofounders of Strategic Horizons LLP, and authors of a book on business.
Annotation c. Book News, Inc., Portland, OR (booknews.com)
Through this collection of ten articles from "Harvard Business Review", the editors show how companies are increasingly customizing their offerings to meet the unique needs of individual customers, resulting in a shift from mass markets to markets of one.
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