Special Report - The Vanishing U.S. Mass Market - New technology. Product proliferation. Fragmented media. It's a brand-new world. For marketers, the evolution from mass to micromarketing is driven as much by necessity as opportunity. America today is a far more diverse and commercially self-indulgent society than it was in mass marketing's heyday, the boom decades after World War II. Now the ...
Year of publication:
Business week : BW. - New York, NY : McGraw-Hill, ISSN 0007-7135, ZDB-ID 2402762. - 2004 (12.07.), p. 58-62