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Volume 17, Issue 2
1 February 1989
Planning Review Cover Image for Volume 17, Issue 2
Review Article| February 01 1989

From “future perfect”: Mass customizing

Stanley M. Davis
Stanley M. Davis
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Author & Article Information
Online ISSN: 2377-7613
Print ISSN: 0094-064X
© MCB UP Limited
1989
Planning Review (1989) 17 (2): 16–21.
https://doi.org/10.1108/eb054249

Mass customizing is more than an intriguing oxymoron. It's one of the most provocative new ideas in marketing and could instigate changes in the way companies organize and plan.

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© MCB UP Limited
1989
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