Cover image for Markets of one : creating customer-unique value through mass customization
Title:
Markets of one : creating customer-unique value through mass customization
Author:
Gilmore, James H., 1959-
Publication Information:
Boston, Mass. : Harvard Business School Press, [2000]

©2000
Physical Description:
xxv, 210 pages : illustrations ; 24 cm.
General Note:
Includes index.
Language:
English
ISBN:
9781578512386
Format :
Book

Available:*

Library
Call Number
Material Type
Home Location
Status
Central Library TS155.65 .M37 2000 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

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.


Author Notes

Carliss Y. Baldwin is the William L. White Professor of Business Administration at Harvard Business School
Andrew C. Boynton is a Professor of Management and the Director of the Executive M.B.A. Program at the International Institute for Management Development (IMD) in Lausanne, Switzerland
Benjamin Burnett is Vice President of The Boston Consulting Group (BCG) in Chicago
Kim B. Clark is the Dean of the Faculty and the George F. Baker Professor of Administration at Harvard Business School
Bob Dorf is President of the Peppers and Rogers Group
Peter F. Drucker is a writer, teacher, and consultant
James H. Gilmore is Cofounder of Strategic Horizons LLP of Aurora, Ohio
Stephan H. Haeckel is Director of Strategic Studies at IBM's Advanced Business Institute and Chairman of the Marketing Science Institute
Regis McKenna is Chairman of The McKenna Group
Richard L. Nolan is the William Barclay Harding Professor of Management of Technology at Harvard Business School
David K. Pecaut is Coleader of The Boston Consulting Group's global electronic commerce practice
Don Peppers is Cofounder and Partner of the Peppers and Rogers Group
B. Joseph Pine II is Cofounder of Strategic Horizons LLP of Aurora, Ohio
Martha Rogers is Cofounder and Partner of the Peppers and Rogers Group
Carl Shapiro is the Transmerica Professor of Business Strategy at the Haas School of Business at the University of California at Berkeley
George Stalk, Jr., is a Senior Vice President of The Boston Consulting Group
Hal R. Varian is the Dean of the School of Information Management and Systems at the University of California at Berkeley
Bart Victor is the Cal Turner Professor and Director of the Cal Turner Program in Moral Leadership at the Owen Graduate School of Management at Vanderbilt University


Table of Contents

James H. Gilmore and B. Joseph Pine IIPeter F. DruckerRegis McKennaCarliss Y. Baldwin and Kim B. ClarkB. Joseph Pine II and Don Peppers and Martha RogersDon Peppers and Martha Rogers and Bob DorfGeorge Stalk, Jr. and David K. Pecaut and Benjamin BurnettJames H. Gilmore and B. Joseph Pine IICarl Shapiro and Hal R. VarianB. Joseph Pine II and Bart Victor and Andrew C. BoyntonStephan H. Haeckel and Richard L. Nolan
Introduction: Customization That Countsp. vii
Part I The Demise of Mass Markets
1 The Emerging Theory of Manufacturingp. 3
2 Marketing in an Age of Diversityp. 17
Part II Efficiently Serving Customers Uniquely
3 Managing in an Age of Modularityp. 35
4 Do You Want to Keep Your Customers Forever?p. 53
5 Is Your Company Ready for One-to-One Marketing?p. 75
Part III The Business of Mass Customization
6 Breaking Compromises, Breakaway Growthp. 99
7 The Four Faces of Mass Customizationp. 115
8 Versioning: The Smart Way to Sell Informationp. 133
9 Making Mass Customization Workp. 149
10 Managing by Wirep. 167
Executive Summariesp. 185
About the Contributorsp. 193
Indexp. 199

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