Marketing mix customization and customizability

Logman, Marc

doi:10.1016/s0007-6813(97)90066-5

Cited by 27 publications

(11 citation statements)

References 14 publications

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“…Managers will create a blend of strategies, some targeting relatively large segments, others directed toward niches. Part of this portfolio will be personalisation, where some customers are targeted individually in a set of oneto-one relationships (Logman, 1997;Peppers and Rogers, 1993;Taylor, 1998).…”

Section: Personalisation: the New Marketing Responsibilitymentioning

confidence: 99%

The personalised marketplace: beyond the 4Ps

Goldsmith

1999

Marketing Intelligence &Amp; Planning

122

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Theories of marketing management and strategy need to evolve and change to keep pace with changes in the marketplace and in marketing practice. As the next century draws closer, it is apparent that some marketing managers are basing their relationships with customers on policies and procedures called either``individualisation'',``masscustomisation'', or as we prefer,`p ersonalisation''. The core of this practice involves tailoring goods and services to the individual needs and wants of specific consumers, just the opposite of onesize-fits-all. We propose that personalisation is so important to marketing strategy that it should become one of the featured elements of the marketing mix, alongside product, price, promotion, place, personnel, physical assets, and procedures, to form a new marketing mix, the 8Ps.The author would like to thank Eileen Bridges, Leisa Flynn, and Jon Freiden for their helpful comments on a draft.

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Section: Personalisation: the New Marketing Responsibilitymentioning

confidence: 99%

The personalised marketplace: beyond the 4Ps

Goldsmith

1999

Marketing Intelligence &Amp; Planning

122

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“…Furthermore, the product feature lures consumption. For instance, Logman (1997) believed that products, price, communication, distribution and service are the key factors to strengthen customization.…”

Section: Decomposed Theory Of Planned Behaviormentioning

confidence: 99%

“…In addition, related studies concerning the consumer behavior for travel generally thought that the features of travel products and the advantages on product prices had effects on consumer behavioral intention (Logman, 1997). This study proposes a conceptual framework of the study model (1), which is shown in Fig.…”

Section: Decomposed Theory Of Planned Behaviormentioning

confidence: 99%

The combined model of influencing on-line consumer behavior

Lin

Wang

Hwang

2010

Expert Systems with Applications

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“…The key question is whether the company or brand has contextual flexibility or should we say with a new term “contextability”, as in “customizability”. Customized solutions are tailor made solutions customized by the company, while customizable solutions are solutions that can be customized by the customer himself (Logman, 1997).…”

Section: Final Comments and Conclusionmentioning

confidence: 99%

Contextual intelligence and flexibility: understanding today's marketing environment

Logman¹

2008

Marketing Intelligence &Amp; Planning

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PurposeMany planning approaches on strategic flexibility often focus on a product and/or market perspective. The purpose of this paper is to argue that today's changes demand a “contextual” marketing intelligence and planning approach. There may be a bigger difference between one person's actions in two different situations than between the actions of two people in the same situation.Design/methodology/approachThe paper's insights are based on a literature review and on insights from successful companies/brands (Google and Apple) dealing with today's changing business context.FindingsStrategic flexibility is decomposing a customer context and then making adjacency moves from some sub‐contexts to a new broader context. It is about “zooming in” and “zooming out” to new directions.Practical implicationsRecently, it is about the choice between operating in tailor made contexts (creating niches as a company) or operating in a more holistic context, in which new contextual moves are partly or fully determined by customers themselves.Originality/valueThis paper gives another perspective on strategic flexibility.

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Marketing mix customization and customizability

Cited by 27 publications

References 14 publications

The personalised marketplace: beyond the 4Ps

The personalised marketplace: beyond the 4Ps

The combined model of influencing on-line consumer behavior

Contextual intelligence and flexibility: understanding today's marketing environment

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