Orígenes de la customización masiva: Las interacciones individuales consumidormarca dentro de mercados masivos en el marketing

Francisco  Arbaiza Rodríguez

Authors

Francisco Arbaiza Rodríguez Universidad de Piura

Keywords:

marketing, consumer, individuality, customization, massive, internet

Abstract

This paper aims to point out the roots that have shaped the platform that sustains and justifies the existence of a new marketing formula focused in the individual consumer experience. As this consumer society has oriented its demands almost exclusively in image, based on motivational theories and lifestyle, marketing activity has followed a gradual change, exposed in the phenomenon of mass customization. The marketing machine, supported by new technologies, has let consumers desynchronize common activities, individual consumption and customized use of products and services. In summary, has arisen a massive and personal consumption at the same time.

Metrics

Metrics Loading ...

Author Biography

Francisco Arbaiza Rodríguez, Universidad de Piura

Doctor en Comunicación Pública por la Universidad de Navarra, Profesor y Director del Área de Comunicaciones de Marketing de la Facultad de Comunicación de la Universidad de Piura. Ha investigado recientemente sobre el Marketing Experiencial y su influencia en el comportamiento del consumidor

References

AKER, S. (2001). “Welcome to the future”. Marketing Business, Setiembre 28–31.

CHRISTODOULIDES, G. (2009). “Branding in the post-internet era”. Marketing Theory, 9(1), 141-144.

CRAWFORD, K. A. (2000). “Companies, People, Ideas - Customizing for the Masses - More shoppers demand personalized goods”. Forbes. 168.

DAVIS, S. M. (1996). Future perfect. Reading, Ma: Addison-Wesley Publishing.

DAWSON L. M. (1971). “Marketing Science in the Age of Aquarius”. Journal of Marketing. 35 (1),66-72.

DAWSON, K. (2009). “Shifting from Mass Marketing to One-to-One Marketing”. Customer Inter@ction Solutions, 27(11), 9-9.

EGAN, J. (2008). “A century of marketing”. Marketing Review, 8(1), 3-23.

FORD, H. (1991). Ford on management: Harnessing the american spirit. Oxford: Basil Blackwell.

GILMORE, J. H., & Pine, B. J. (2000). Markets of one. Harvard business review book series. Boston, Mass: Harvard Business School Press.

GOBÉ, M. (2001). Emotional branding ; The new paradigm for connecting brands to people. New York: Allworth Press.

GODIN, S. (1999). Permission marketing: Turning strangers into friends, and friends into customers. New York: Simon & Schuster.

GUMMESSON, E. (2002). Total relationship marketing: marketing strategy moving from the 4Ps of traditional marketing management to the 30Rs of a new marketing paradigm

(2da ed.). Boston: Butterworth-Heinemann.

KEENAN, F., HOLMES, S., GREENE, J. & CROCKETT, R. (2002). “A mass Market of one. Custom online ordering is fast moving into the mainstream, as savvy Web businesses learn to fine-tune their trade.” Business Week, New York International Edition. 62-66.

KOTLER, P. & ZALTMAN, G. (1971). “Social Marketing: An Approach to Planned Social Change”. Journal of Marketing, 35 (3), 3-12.

KOTLER, P. & LEVY, S. J. (1971). “Demarketing, Yes, Demarketing”. Harvard Business Review, 49, 74-80.

KOTLER, P. (1989). “From mass marketing to mass customization”. Journal of Strategy & Leadership. 17 (5). 10-47

KOTLER, P., KARTAJAYA, H. & SETIAWAN, I. (2011). “Marketing 3.0 From Products to Customers to the Human Spirit”. John Wiley & Sons.

LAZER, W. (1969). “Marketing’s Changing Social Relationships”. Journal of Marketing, (33) 3-9.

LEVITT, T. (1960). “Marketing myopia”. Harvard Business Review. 38 (45-56).

LEVY, S. Y KOTLER, P. (1969a). “Beyond Marketing: the Furthering Concept”. California Management Review, 12 (Winter), 67-73.

LEVY, S. Y KOTLER, P. (1969b). “A New Form of Marketing Myopia: Rejoinder to Professor Luck”, Journal of Marketing, (33) 55-57.

LUCK, D. J. (1969). “Broadening the Concept of Marketing-Too Far”. Journal of Marketing, 33 (3), 53-55.

MCDONALD, M., & WILSON, H. (2002). The new marketing: Transforming the corporate future. Oxford: Boston.

MITCHELL, A. (2001). Right side up. London: Harper Collins Business.

PALMER, A. & PONSONBY, S. (2002), “The Social Construction of New Marke- ting Paradigms: The Influence of Personal Perspectives”. Journal of

Marketing Management, Vol. 18, No. 1, 173-192.

PEPPERS, D., & ROGERS, M. (1997). The one to one future: Building relationships one customer at a time. New York: Currency Doubleday.

PINE, B. J. (1993). Mass customization: The new frontier in business competition. Boston, Mass: Harvard Business School Press.

PINE II, B. J., & GILMORE, J. H. (1998). “Welcome to the experience economy”. Harvard Business Review. 76 (4), 97-105.

RIES, A., & TROUT, J. (1972). Positioning: The battle for your mind. New York: McGraw-Hill.

RITZER, G. (2001). Explorations in the sociology of consumption: Fast food, credit cards and casinos. London: SAGE.

ROWLEY, J. (2008). “Understanding digital content marketing”. Journal of Marketing Management, 24 (5/6), 517-540.

SÁDABA, M. R. (2000). “Interactividad y comunidades virtuales en el entorno de la World Wide Web”. Comunicación y Sociedad, 13 (1).

SCHULTZ, D., TANNENBAUM, S. I., LAUTERBORN, R. F., & GARDINI, C.

(1993). Comunicaciones de marketing integradas. Barcelona: Granica.

SHARPE, J. (2007). “Digital choice: Nike + Experience”. Marketing (00253650), 12,12.

SHETH, J. & PARVATIYAR, A. (1995). “The evolution of relationship marketing”. International Business Review, 4 (4), 397–418.

SHETH, J. & USLAY, C. (2007) “Implications of the Revised Definition of Marketing: From Exchange to Value Creation”. Journal of Public Policy & Marketing, 26(2), 302.

SIMMONS, G. (2008). “Marketing to postmodern consumers: introducing the internet chameleon”. European Journal of Marketing, 42(3/4), 299-310.MITH, S., & MILLIGAN, A. (2002). Uncommon practice: People who deliver a great brand experience. London: Financial Times Prentice Hall.

SPARKS, L.(1990). “The rise and fall of mass marketing? Food retailling in Great Britain since 1960”. En Tedlow, R. S., & Jones, G. (1993). The Rise and fall of mass marketing. Comparative and international business. London: Routledge.

TOFFLER, A. (1970). Future shock. New York: Random House.

TROUT, J., RIES, A. (1985). “Positioning cuts through chaos in marketplace”. En Enis, B., Cox, K. (Eds), Marketing Classics, 5th ed., Allyn & Bacon, Boston, MA, 293-308

UNDERHILL, P. (1999). Why we buy: The science of shopping. New York: Simon & Schuster.

VENCE, D. (2008). “Under Construction”. Marketing News, 42 (6), 22-22

WUNDERMAN, L. (2004). “Being Direct: Making Advertising Pay”. Direct Marketing Association, Inc.

WYNER, G. (2008). “Marketing Evolution”, en Marketing Management, 17(2), 8-9.