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Give your customers what they want by turning your company into both a mass customizer and a one-to-one personal marketer.
This classic article shows how to make mass customization and efficient and personal marketing work by putting the producer and consumer in a 'learning relationship.' Over time, this ongoing relationship allows your company to meet a customer's changing needs over time. Furthermore, as your company develops learning relationships with its customers, it should be able to retain their business virtually forever.
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