Mass marketing to fragmented markets

Abstract

Trend watchers who proclaim a tide of increasing diversity in consumer life styles usually conclude that “the marketplace is becoming more fragmented,” “the era of mass marketing is over,” and “the key to successful marketing is a segmented marketing strategy.” For example, in The Third Wave, Alvin Toffler conjures up the concept of “demassified” markets. And recent statistics confirm this trend. The question facing business now is: What does this mean for consumer goods companies?

Citation

Durgee, J.F. (1984), "Mass marketing to fragmented markets", Planning Review, Vol. 12 No. 5, pp. 34-38. https://doi.org/10.1108/eb054076