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The practice of tailoring products and marketing programs to the needs and wants of specific individuals and local customer groups – includes local marketing and individual marketing.

Local marketing

Tailoring brands and promotions to the needs and wants of local customer groups – cities, neighbourhoods, and even specific stores.

Individual marketing

Tailoring products and marketing programs to the needs and preferences of individual customers – also labelled “markets-of-one marketing,” “customized marketing,” and “one-to-one marketing.”