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Over the past century there have been three changes in the orientation of marketing distribution, selling and brand management. The Internet is consolidating the fourth stage of marketings evolution marketing as managing individual relationships with customers (Doyle 000).
Since the heydays of mass marketing in the 150s, through the decades to the twenty-first century, marketing thought has pushed for smaller and smaller groups of consumers as market targets (Schiller 18 cited by Goldsmith 1). Initially the response to meeting customer needs better was market segmentation. Companies brought out an increasing number of product variants to meet the diverse needs of their customers. Media too became more segmented mass circulation newspapers and magazines were replaced by a number of specialised issues, and the digitisation of technology also facilitated an explosive growth of the number of radio and television channels. The most rapid change results from the revolution of information technology. By 001, only a decade after the emergence of the world wide web, a fundamental change in business and society had occurred- a critical mass of people, over 00 million, at home and at work, are able to communicate electronically with one another at essentially zero cost, using universal, open standards (Doyle 00).
Micro marketing is a concept that lies in the area of segmentation. It is a segmentation strategy. In Kotlers et al Principles of Marketing, micro marketing is listed as a level of market segmentation Companies can practise no segmentation (mass marketing), complete segmentation (micro marketing) or something in between (segment marketing or niche marketing) (Kotler et al 1). While segment and niche marketers tailor their offers and marketing programmes to meet the needs of various market segments, they do not customise their offers to each individual customer. Segment and niche marketing fall between the extremes of mass marketing and micro marketing. The aim of micro marketing is to get as close to the segment of one, as opposed to mass marketing which does not consider any segmentation at all. Kotler et al (1) define micro marketing as the practice of tailoring products and marketing programmes to suit the tastes of specific individuals and locations.
The Dictionary of Business, Oxford University Press (16) defines micro marketing as
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