This classic article shows how to make mass customization and efficient and personal marketing work by putting the producer and consumer in a ‘learning relationship.’ Over time, this ongoing relationship allows your company to meet a customer’s changing needs over time. Furthermore, as your company develops learning relationships with its customers, it should be able to retain their business virtually forever.
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B. Joseph Pine is president of Strategic Horizons, a consulting firm based in Ridgefield, Connecticut; he is also author of Mass Customization: The New Frontier in Business Competition (HBS Press, 1993) among other books. Don Peppers is president and Martha Rogers executive vice president of Marketing 1:1, a consulting firm in Stamford, Connecticut. Rogers is also a professor of telecommunications at Bowling Green State University in Bowling Green, Ohio. Peppers and Rogers are coauthors of The One to One Future: Building Relationships One Customer at a Time (Currency/Doubleday, 1993).
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