No Size Fits All: From Mass Marketing to Mass Handselling

by Tom Hayes and Michael S. Malone

It's no secret that traditional mass marketing- network television, newspapers, direct mail-is dying. Consumer markets are increasingly fragmented, even as they become more connected, transparent, and global. The future of business is about penetrating selfforming niches, from affinity groups on Facebook to thousands of satellite channels and millions of private online communities. So how can businesses reach new customers, win their trust, and earn...

• Format: Hardcover
• Language: English
• ISBN: 1591842670
• ISBN13: 9781591842675
• Release Date: November 2009
• Publisher: Portfolio
• Length: 274 Pages
• Weight: 1.03 lbs.
• Dimensions: 1.0" x 6.4" x 9.3"
• Age Range: 18 years and up
• Grade Range: Postsecondary and higher