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With marketers increasingly adopting more and more refined market segmentation schemesfueled by the Internet and other customization effortssome claim mass marketing (no segmentation needed) is

With marketers increasingly adopting more and more refined market segmentation schemesfueled by the Internet and other customization effortssome claim mass marketing (no segmentation needed) is dead. Others counter there will always be room for large brands employing marketing programs to target the mass market.Take a position between these two:

1. Mass marketing is dead versus Mass marketing is still a viable way to build a profitable brand?

2. Is segmentation really needed?

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