One of the key marketing paradoxes of the early 21st century is that as communications technologies bring the world's peoples closer together, people are focusing more and more on what makes them most distinctive. "The market is a lot more fragmented," said Gary Giblen, director of research, C.L. King Associates, New York. "In the '50s, everyone wanted to be like Ozzie and Harriet. Now, people revel in diversity." As a result, supermarkets have been keeping an increasingly close watch on ...

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