Customized Marketing


Customized Marketing
Individualisierung von Massenprodukten dadurch, dass ein Grundmodell den individuellen Kundenwünschen angepasst wird. Beim C.M. wird dem Kunden die Möglichkeit geboten, über interaktive Medien einen Fertigungsprozess in Gang zu setzen, der eine seinen individuellen Kundenwünschen entsprechende Leistung hervorbringt. Dadurch sind sowohl im strategischen als auch im operativen Marketing Adaptionen notwendig (z.B. die Festlegung der Interaktivität bei der Geschäftsfeldwahl, die Einbeziehung interaktiver Medien im Kommunikationsprozess, die veränderte Rolle des Handels, eine variantenorientierte Preispolitik etc.).

Lexikon der Economics. 2013.

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