With marketers increasingly adopting more and more refined market segmentation schemes - fueled by the Internet

With marketers increasingly adopting more and more refined market segmentation schemes - fueled by the Internet

and other customization efforts - some claim mass marketing is dead. Others counter there will always be room for large brands employing marketing programs to target the mass market.

Take a position: Mass marketing is dead versus mass marketing is still a viable way to build a profitable brand. I need APA references