What is the Opposite of Mass Marketing?

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Nalin Indika
Business Consultant, Sri Lanka

What is the Opposite of Mass Marketing?

What is the opposite of mass marketing? Is it micro marketing? Or else segmented marketing?
Please comment anyone.

  Jaap de Jonge
Editor, Netherlands
 

Opposite of Mass Marketing

I would argue the opposite of mass (=undifferentiated) marketing is segmented (=differentiated) marketing.
While mass marketing targets only a single segment in the market, in the case of segmented marketing there are more than one. Micro marketing is a type of segmented marketing in which the segments are very small (so there are a lot of them). So you could also say micro marketing is opposite to mass marketing.

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