The personalised marketplace: beyond the 4Ps (Персонализация места на рынке)
Опубликовано на портале: 09-01-2003
Marketing Intelligence & Planning.
1999.
Vol. 17.
No. 4.
P. 178 - 185.
Theories of marketing management and strategy need to evolve and change to keep pace
with changes in the marketplace and in marketing practice. As the next century draws
closer, it is apparent that some marketing managers are basing their relationships
with customers on policies and procedures called either "individualisation", "mass-customisation",
or as we prefer, "personalisation". The core of this practice involves tailoring
goods and services to the individual needs and wants of specific consumers, just
the opposite of one-size-fits-all. We propose that personalisation is so important
to marketing strategy that it should become one of the featured elements of the marketing
mix, alongside product, price, promotion, place, personnel, physical assets, and
procedures, to form a new marketing mix, the 8Ps
Ключевые слова
marketing management marketing mix marketing strategy mass customization relationship marketing маркетинговая стратегия поведение потребителя
См. также:
Вопросы экономики и права.
2011.
№ 1.
С. 121-126.
[Статья]
[Учебная программа]
[Учебная программа]
Marketing Science.
1993.
Vol. 12.
No. 3.
P. 213-230.
[Статья]
[Книга]