Customization (international marketing)

Customization refers in the context of international marketing to a country-tailored product strategy which focuses on cross-border differences in the needs and wants of target customers, appropriately changing products in order for them to match local market conditions.[1] Therein, customization follows a market-driven orientation (as opposed to a product-driven orientation) and aims at increasing customer satisfaction by adapting the company's products to local needs.

CUSTOMERization means identifying and serving what you perceive as your optimal customers. CUSTOMERization - Targeting Optimal Customers, R Craig Palubiak

## References

1. ↑ web url=http://www.m5zn.com/newuploads/2013/02/27/pdf/m5zn_7061d76ab91e9d5.pdf|title=Global[yes|permanent dead link|dead link}}] Marketing Management(5th Edition)|website=m5zn.com|accessdate=18 May 2019

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## Sources

* Kotabe, M./Helsen, K. (2007): Global Marketing Management, 4th ed., New York: Wiley International Edition.
* Palubiak, R Craig, 1998, CUSTOMERization : Targeting Optimal Customers, Business Person's Handbook

* emmanuel zvavamwe ,w .1999 /intersection of market customisation

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