01207pab a2200157 454500 180718b1998 xxu||||| |||| 00| 0 eng d Verma, M.S. Is mass marketing dying: contrasting lessons 1998 p.313-25 Jul-Dec Economies of scale driven by mass-production methods and mass-marketing techniques guided the action of marketers the worldover in the 20th century. Towards the end of this century, it is becoming obvious that these mass-marketing concepts and practices need radical revision, if not complete abandonment, in view of the exacerbated role of individualized customer as a choice maker. This paper critically analyzes some of the issues that are causing the decline of conventional mass-marketing approaches and hints at the role of newer emerging marketing practices in both the developed and developing markets. It has been argued that the model of individualized marketing has yet to emerge in its finality and the available evidences suggest that it is still premature to jump to the verdict of the demise of mass-marketing. - Reproduced Marketing Management and Change 39821 39821 39821 0 0 0 0 IIPA IIPA 2018-07-19 Volume no: 2, Issue no: 2 AR40189 2018-07-19 2018-07-19 AR