The American Heritage Dictionary cites the definition of grass roots as follows:
- People or society at a local level rather than at the center of major political activity. Often used with the.
- 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.