The Irresponsible Marketer

When times are tough, what makes more sense: to market to those who are interested in what you're selling or to anyone and everyone in hopes of breaking through?

You are never going to catch me arguing that there is not both a power and need for mass media branding (there is). It works. If you don't believe me, do yourself a favour and read Rob Walker's excellent book, Buying In. But, in a day and age when budgets and people are being slashed and Marketers are being asked to do more with...