TODAY'S NICHE MARKETING IS ABOUT NARROW, NOT SMALL; BIG IMPACT: The brands that will survive in the new economy will give up illusions of massiveness.(CMO Strategy)

From: Advertising Age | Date: June 4, 2007| Author: | Copyright information

Byline: MARSHA LINDSAY

the evolution of our mature marketplace, along with the technology that allows consumers to be in control, has created a seismic shift from one-size-fits-all mass markets to millions of markets of self interest. All mature markets inevitably evolve into this kind of economy, driven by ever-narrower markets of desire and ever-narrower facets of individual self-identities.

Booz Allen Hamilton explains why: As every market matures, choice increases. Then competition drives up quality and convenience to the point at which offerings become commoditized. ...

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