The vision of one-to-one marketing, a concept that has gained new vigor in the interactive age of online marketing, has captured the imagination of managers, students, and educators. The idea is that a firm learns the preferences of each customer, thereby creating an insurmountable barrier to competition. Theoretically, a firm can predict what customers will want before the consumers are even aware of their own needs. But that, warns marketing professor Itamar Simonson, is unrealistic.
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