Abstract
An object of science discussions during more then 30 years was a changing, from mass production, gross modified products series to the manufacture of individual or small modified products series. It has been widely implemented in practice. This changing and it’s realization means amount were called “customization”. Customization was a subject of a lot of science works in Russia and abroad. However, in spite of it, the customization methods are made a good use by big and small companies. The consulting companies are offering the special projects. But till now there is no any common method of customization essence main point of determination. Till now there is no one modern company managing conception. The article tells us about the science methods generalization to the customization interpretation. The science customization representation in Russia and abroad was studied by the author. So, it was offered to distinguish 2 main methods to the customization essence and it was created a refined customization definition. It is shown how the customization of the elements of marketing activity becomes an alternative and / or complementary marketing concepts, determine the formation of modern business processes and the choice of production technologies and services. The article contents the information, connected with the types of customization generalized classification.
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