It is impossible even to talk about mass marketing without thinking of customers and marketers as adversaries. The jargon of mass marketing itself is the language of war. Marketers “aim” at “target” markets. They measure media effectiveness “against” the target, which they “segment”. And if they aren’t fighting with customers, they’re fighting over them, in market-share “battles” with their competitors, or “share wars”.
Don Peppers & Martha Stewart, The One to One Future, p.54.