James Gilmore and Joe Pine are co-founders of Strategic Horizons LLP of Aurora, Ohio, and authors of The Experience Economy: Work Is Theatre & Every Business a Stage (HBS Press, 1999).

Introduction: Customization That Counts by James H. Gilmore and B. Joseph Pine II
Part I--The Demise of Mass Markets
1. The Emerging Theory of Manufacturing by Peter F. Drucker
2. Marketing in an Age of Diversity by Regis McKenna
Part II--Serving Customers Uniquely
3. Managing in an Age of Modularity by Carliss Y. Baldwin and Kim B. Clark
4. Do You Want to Keep Your Customers Forever? by B. Joseph Pine II, Don Peppers, and Martha Rogers
5. Is Your Company Ready for One-to-One Marketing? by Don Peppers, Martha Rogers, and Bob Dorf
Part III--The Business of Mass Customization
6. Breaking Compromises, Breakaway Growth by George Stalk, Jr., David K. Pecaut, and Benjamin Burnett
7. The Four Faces of Mass Customization by James H. Gilmore and B. Joseph Pine II
8. Versioning: The Smart Way to Sell Information by Carl Shapiro and Hal R. Varian
9. Making Mass Customization Work by B. Joseph Pine II, Bart Victor, and Andrew C. Boynton
10. Managing by Wire by Stephan H. Haeckel and Richard L. Nolan
Executive Summaries
About the Contributors
Index