6-6. The chapter describes many companies individual marketing efforts that customize products for individual customers, such as

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6-6. The chapter describes many companies’ individual marketing efforts that customize products for individual customers, such as M&Ms, PUMA, and Harley-

Davidson. Find and describe another example and discuss whether the cost of customizing is worth the value provided to consumers. (AACSB: Communication;

Reflective Thinking)

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Marketing An Introduction

ISBN: 9781292146508

13th Global Edition

Authors: Marc Opresnik, Gary Armstrong, Philip Kotler

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