Implications for the Practice of BrandManagement• They have a number of implications for thepractice of brand management. Marketers areincreasingly abandoning the mass-marketstrategies that built brand powerhouses in the1950s, 1960s, and 1970s to implement newapproaches.• Even marketers in staid, traditional industriesare rethinking their practices and not doingbusiness as usual.
8. .. There is a move away from mass-market strategies• The 21st century has forced marketers to change howthey develop their marketing programs.• Integration and Personalization are crucial factorsin building and maintaining strong brands