PERSONALIZED MARKETING SEBAGAI UPAYA MENCIPTAKAN KEUNGGULAN BERSAING PERUSAHAAN

摘要: The rapid growth in the business and increasingly tight competition, demanding company to be competitive with other similar companies. One of them is through personalized marketing. Personalized marketing a strategy of CRM (Customer Relationship Management) that based on personal characteristic measuring point the customer interaction brand with customers. goal increase customer loyalty ultimately also affect sales. Therefore authors interested writing more about implementation in creating competitive advantage for company. There are few main reasons why companies do personalization products, namely: 1) allows to increase request.; 2) get surplus infra marginal customers.; 3) Create identity; 4) a wide range benefits requirements satisfy their needs expectations. Personalization and customization can source especially increasing relationship marketing to achieve Customer loyalty. challenge faced by customization factor price. The production process result high production costs.