Masowa kastomizacja jako forma komunikacji rynkowej z konsumentami
Mass customization as a form of the market communication with consumers

Summary/Abstract: The main purpose of this article is to indicate the possibilities and examples of using the mass customization strategy in the marketing commu-nication with consumers. It is one of the modern ways of goods producers’ communication with customers and it is a very interesting and current research subject. The mass customization consists in a personalization of the company’s offer on a large scale which is possible due to the rapid development of the production technology and thorough knowledge of the consumers’ needs and preferences. Its aim is to optimize customers’ satisfaction by including them into the process of the goods design. The individualization of the products finds a special application in the motorization, jeweler’s, clothing and shoe industry. In the article, based on professional literature and Internet sources, the examples of the usage of mass customization applied by owners of prestigious brands are emphasized.

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