Journal Article

From “future perfect”: Mass customizing

  • Davis S
Planning Review (1989) 17(2) 16-21
DOI: 10.1108/eb054249
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Abstract

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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APA

Davis, S. M. (1989). From “future perfect”: Mass customizing. Planning Review, 17(2), 16–21. https://doi.org/10.1108/eb054249

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