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on a large scale, marketing aimed at a broad range of consumers, as opposed to those with specialist needs”. The development of mass marketing techniques has been linked with the emergence of ‘modern mass consumer society’, which can be defined as a society in which “most people have access to a broad range of standardised, mass produced durable goods. The aim of the report is to examine the extent to which development of mass marketing techniques has influenced the emergence of modern mass consumer society

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