Masowa indywidualizacja w marketingu relacji – obszary badań marketingowych
Mass customization in relationship marketing – areas of marketing research

Summary/Abstract: The concept of mass customization can be understood as developing, producing, marketing and delivering affordable goods and services with enough variety and customization. In modern marketing concept this customization and personification of activities aimed at fulfilling customer needs is the key foundation in the process of creating relationships, influencing emotional bonds. The development of this concept is strongly determined by the necessity of running in-depth research, with the use of proper techniques and research methods that will allow receiving reliable information on the use of this concept in the process of creating and sustaining market success. The aim of the paper is to present the essence of mass customization and the analysis of the world subject literature in order to identify areas and research methods of research conducted so far.

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