Markets of One: Creating Customer-Unique Value through Mass Customization - Hardcover

9781578512386: Markets of One: Creating Customer-Unique Value through Mass Customization
Hardcover
ISBN 10: 1578512387 ISBN 13: 9781578512386
Publisher: Harvard Business Review Press, 2000
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A collection of ten articles that chronicle the evolution of business competition from mass markets to markets of one - in other words, from creating standardized value through mass production to creating customer-unique value through mass customization.

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About the Author:
James Gilmore and Joe Pine are co-founders of Strategic Horizons LLP of Aurora, Ohio, and authors of The Experience Economy: Work Is Theatre & Every Business a Stage (HBS Press, 1999).

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