market atomization

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A way to implement a segmentation plan that focuses on very small market segments, down to the level of the individual. This type of implementation is for targeting those who buy highly customized and possibly expensive products and services. In some cases, each individual is treated as a market segment in their own right. The web and online marketing techniques make direct communications with smaller and smaller segments and sub-segments of markets possible. See also market aggregation.

Subjects: Marketing.

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