Choy and Loker (2004)211 explored and classified internet sites supporting the wedding industry and the purchase of
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Choy and Loker (2004)211 explored and classified internet sites supporting the wedding industry and the purchase of a wedding gown in their study of mass customization. They identified four major categories: marketing, browsing, advice and customizing. Choose another industry (e.g. mother and baby; travel; leisure;
pets; music) and classify the websites according to their characteristics and strategies. What categories can you identify?
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Consumer Behaviour A European Perspective
ISBN: 9780273687528
3rd Edition
Authors: Michael R. Solomon, Gary Bamossy, Søren Askegaard, Margaret K. Hogg
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