The shift from mass to narrowcasting influences the way Kodak is using media.

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Among them are Dead Space, Dead Space 2, Dragon Age 2, Need For Speed Shift, Mass Effect 1 and 2, Sim City 4, Battlefield Bad Company 2 and Mirror's Edge.

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But now, right-handed hitters like Alex Rodriguez are forced to deal with the shift, seeing a mass of infielders in the left-field space where he used to deposit soft line drives for hits.

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But add mass to them and they should be able to shift from one flavour to another.

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The CPG company can then shift some of their marketing dollars away from mass market promotions with uncertain ROI and into individualized customer discounts and incentives that deliver direct measurable benefit.

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