Mass versus Micro Marketing Research Paper by hicaliber

Mass versus Micro Marketing
A description of trends away from mass marketing to more customized advertising and marketing approaches.
# 94906 | 2,071 words | 5 sources | MLA | 2007 | US
Published on May 11, 2007 in Business (Marketing) , Economics (General)

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This paper examines new approaches to marketing that are more specialized than those in the past. The paper defines mass marketing and micro marketing and gives examples of when they are most effective. Additionally, the paper reviews an article by Anthony Bianco, Tom Lowry, Robert Berner, Michael Arndt entitled "The Vanishing Mass Market," which analyzes the shift from mass marketing and mass production to micro marketing and mass product customization. The paper also discusses the implications for the economy of the shift from mass marketing to micro marketing.

Sample of Sources Used:

  • Schadler (2003) - IBM's ON-Demand Strategy Is Bigger Than IT. Forrester Research. November 14, 2003. Ted Schadler, Principal Analyst.
  • Sidel (2005) - Credit Card Firms Go for Small: Issuers Pursue Huge Revenues Lurking in Tiny Transactions That Amount to Less than $5. Wall Street Journal. (Eastern Edition) November 1, 2005. p.C.1.
  • Shankland (2003) - IBM: On-Demand Computing Has Arrived. CNET November 12, 2003. Stephen Shankland, CNET Writer.
  • Bianco, Lowry, Berner, Arndt (2004) - THE VANISHING MASS MARKET; Anthony Bianco With Tom Lowry in New York, Robert Berner and Michael Arndt in Chicago, Ronald. Business Week. New York: Jul 12, 2004. p. 60
  • AMR Research (2003) - Configuration is the Heart of Customer Fulfillment for Complex Product Manufacturers. AMR Research Report. Monday March 31, 2003. Retreived from the Internet on July 30th, 2006 from:

Cite this Research Paper:

APA Format

Mass versus Micro Marketing (2007, May 11) Retrieved January 24, 2022, from

MLA Format

"Mass versus Micro Marketing" 11 May 2007. Web. 24 January. 2022. <>