With the revolution of  mass production, the generic business strategy oriented toward the standardisation of goods and services. Mass production has become associated with mass marketing; knowledge about the unique costumer has been lost in the unified marketing campaigns. The customer relationship system built upon the management of unique customer demands has been also lost in the sales promotions supported by these marketing campaigns. However, today’s information technology allows us to be able to identify and meet unique customer demands despite the dominance of mass marketing strategies. In the midst of intensive competition, competitive advantages are gained by those that have deeper understanding of their customers and prospects, than their competitors.

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