Sökning: "Martina Krasteva"

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  1. 1. CREATING A POSTMODERN INDIVIDUAL PRODUCT OFFER Case Study of Saab Automobile AB

    D-uppsats, Göteborgs universitet/Graduate Business School

    Författare :Martina Krasteva; [2004]
    Nyckelord :customization; postmodern consumers; customized vehicles; individual customization;

    Sammanfattning : Today, there is a trend towards a customized product offer that provides customers with freedom to individualized products according to their personal preferences. It is a change from traditional mass marketing towards a new paradigm of individual marketing. The rise of this trend might be traced in the postmodernism. LÄS MER