... numerical analyses is mathematically analyzed. Findings The analysis shows that a horizontal product line extension strategy that offers the customized product can be used as an alternative to a vertical product line extension strategy. If the fixed cost is not too high, offering the customized product...

... by saying how the results can be achieved. © Emerald Group Publishing Limited 2009 Customer service management Perception Customization Marketing models In marketing, “radicals” and “evangelists” often urge us to adopt a new perspective, commonly to replace the perspective suggested...

... ; Peltier et al., 2003 ; Vesanen and Raulas, 2006). Peppers and Rogers (1997) define personalization as the process of using a customers' information to deliver a targeted solution to that customer. Kotler et al. (2001) depicts how targeted marketing is a process where segmentation...

...Ahmet Bardakci; Jeryl Whitelock This paper examines the concept of mass customisation from the point of view of the customer. Although the theory of mass customisation has received considerable attention in recent years, the emphasis has been on identifying and classifying the ways in which mass...

...Zhongmin Zhang This paper argues that organizing customers is an essential marketing element on the Internet. Through examining Internet marketing activities of three major Japanese travel agencies – JTB, Nippon Travel Agency and Kinki‐Nippon Tourist – by a case approach, the paper discusses...

...Frits Schipper Horkheimer’s critical view of the customer in Western society concentrates on the threatening influence of instrumental reason, a particular field he mentions being marketing. According to him the real autonomy of the customer, the customer as king, has evaporated. Discusses...

... of “customer co‐production”. Results indicate that company‐consumer interaction is becoming more frequent in a wide range of consumer industries, but in contrast to such interaction in industrial markets it generally encompasses only one or two of the value‐creating activities of design, production...