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Grass Roots

The American Heritage Dictionary cites the definition of grass roots as follows:

  1. People or society at a local level rather than at the center of major political activity. Often used with the.
  2. The groundwork or source of something.

In marketing, the grass roots are seen in very much the same was as they are seen in the economic / political arena - as the closets local level to an individual person.  Thus the opposite of mass media is grass roots.  Instead of focusing on everyone, the grass roots focus on a small pocket of individuals. Grass Roots Marketing is the study and application of marketing to the grass roots. 

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