Is Mass Marketing Dead? With marketers increasingly adopting more and more refined market segmentation schemesfueled by the

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Is Mass Marketing Dead? With marketers increasingly adopting more and more refined market segmentation schemes—fueled by the Internet and other customization efforts—some claim mass marketing is dead. Others counter there will always be room for large brands employing marketing programs to target the mass market.
Take a position: Mass marketing is dead versus Mass marketing is still a viable way to build a profitable brand.

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Marketing management

ISBN: 978-0132102926

14th Edition

Authors: Philip Kotler, Kevin Lane Keller

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