The more I read traditional marketing literature, the more evident is that marketing cannot match the needs of firms if it uses customers as its starting point, and object for activities.

My suggestion is that companies should service practices, instead of customers. This helps companies to bec0me less fragmented in the operations. Customers are very different, whereas practices can in many cases be universal.

For instance, the practice of listening to music, is a practice that is served very well by Apple (Ipod and Itunes). The practice related to this is not specific for certain segments, but an universal practices that a big portion on the population in the western countries are more or less involved in. The notion of mass practices gives an opportunity for mass products.

I am writing something on this, and searching for similar cases as Apple. Any ideas? Are there other companies that have been able to empower some universal behavioral logic, and does not need to fall into fragmentation and differentiation of products. Help needed.