Don't talk to Shauneen Bruder about mass markets. Her company, Royal Bank of Canada, serves one-third of households across eight provinces-a number sure to grow with the pending merger with giant Bank of Montreal.

But Bruder markets to those masses by breaking them into hundreds of finite segments with the objective of spending less to generate more profits. "We're spending scarce marketing dollars on the products the clients need, when they need it," says Bruder, senior vice president of marketing and planning at Royal Bank in Toronto.

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