Marketing mix customization and customizability.
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Title: Marketing mix customization and customizability.

Essay Details:

Subject: Business
Author: Patricia E
Date: January 2, 2014
Level: University
Grade: A
Length: 13 / 3871

Essay text:

Top-down marketing is becoming bottom-up. Transaction marketing is giving way to relationship marketing. One-way or broadcast marketing is moving to an interactive style to encourage a dialogue with the customer. And mass marketing is shifting to a customized, one-on-one method of reaching individual customers. Because of fierce competition, long-term competitive advantages often are no longer sustainable. The policy to be followed, says d'Aveni (1994) is one of continuous market disturbance in order to create "temporary" competitive advantages. Hamel and Prahalad (1994) suggest that firms should look almost continuously for new opportunities...

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