By the time Thomas Robertson of Harvard Business School published his marketing text, Consumer Behavior, in 1970, he would conclude a key chapter with the statement, "The basic dilemma, in summary, is whether to adopt a policy of market segmentation or aggregation—whether to build generalized or ambiguous appeals into a product so that consumers can perceive it as they choose, or whether to concentrate on a specific segment, thus deliberately excluding a given proportion of consumers. Will 80 percent of a small market segment produce more revenue than 10 percent of a mass market?" The thrust of his book—and other writing of the era—was a resounding "yes." Note that although Robertson still entertained a mass market option in 1970, he acknowledged sufficient variation in consumer preferences to urge mass marketers to fashion "generalized or ambiguous appeals."

"There are such beings as vampires, some of us have evidence that they exist. Even had we not the proof of our own unhappy experience, the teachings and the records of the past give proof enough for sane peoples. I admit that at the first I was sceptic. Were it not that through long years I have trained myself to keep an open mind, I could not have believed until such time as that fact thunder on my ear.`See! See! I prove, I prove.' Alas! Had I known at first what now I know, nay, had I even guess at him, one so precious life had been spared to many of us who did love her. But that is gone, and we must so work, that other poor souls perish not, whilst we can save. The nosferatu do not die like the bee when he sting once. He is only stronger, and being stronger, have yet more power to work evil. This vampire which is amongst us is of himself so strong in person as twenty men, he is of cunning more than mortal, for his cunning be the growth of ages, he have still the aids of necromancy, which is, as his etymology imply, the divination by the dead, and all the dead that he can come nigh to are for him at command, he is brute, and more than brute, he is devil in callous, and the heart of him is not, he can, within his range, direct the elements, the storm, the fog, the thunder, he can command all the meaner things, the rat, and the owl, and the bat, the moth, and the fox, and the wolf, he can grow and become small, and he can at times vanish and come unknown. How then are we to begin our strike to destroy him? How shall we find his where, and having found it, how can we destroy? My friends, this is much, it is a terrible task that we undertake, and there may be consequence to make the brave shudder. For if we fail in this our fight he must surely win, and then where end we? Life is nothings, I heed him not. But to fail here, is not mere life or death. It is that we become as him, that we henceforward become foul things of the night like him, without heart or conscience, preying on the bodies and the souls of those we love best. To us forever are the gates of heaven shut, for who shall open them to us again? We go on for all time abhorred by all, a blot on the face of God's sunshine, an arrow in the side of Him who died for man. But we are face to face with duty, and in such case must we shrink? For me, I say no, but then I am old, and life, with his sunshine, his fair places, his song of birds, his music and his love, lie far behind. You others are young. Some have seen sorrow, but there are fair days yet in store. What say you?"

"Well, you know what we have to contend against, but we too, are not without strength. We have on our side power of combination, a power denied to the vampire kind, we have sources of science, we are free to act and think, and the hours of the day and the night are ours equally. In fact, so far as our powers extend, they are unfettered, and we are free to use them. We have self devotion in a cause and an end to achieve which is not a selfish one. These things are much.

"Now let us see how far the general powers arrayed against us are restrict, and how the individual cannot. In fine, let us consider the limitations of the vampire in general, and of this one in particular.

"All we have to go upon are traditions and superstitions. These do not at the first appear much, when the matter is one of life and death, nay of more than either life or death. Yet must we be satisfied, in the first place because we have to be, no other means is at our control, and secondly, because, after all these things, tradition and superstition, are everything. Does not the belief in vampires rest for others, though not, alas! for us, on them! A year ago which of us would have received such a possibility, in the midst of our scientific, sceptical, matter-of-fact nineteenth century? We even scouted a belief that we saw justified under our very eyes. Take it, then, that the vampire, and the belief in his limitations and his cure, rest for the moment on the same base. For, let me tell you, he is known everywhere that men have been. In old Greece, in old Rome, he flourish in Germany all over, in France, in India, even in the Chermosese, and in China, so far from us in all ways, there even is he, and the peoples for him at this day. He have follow the wake of the berserker Icelander, the devil-begotten Hun, the Slav, the Saxon, the Magyar.

"So far, then, we have all we may act upon, and let me tell you that very much of the beliefs are justified by what we have seen in our own so unhappy experience. The vampire live on, and cannot die by mere passing of the time, he can flourish when that he can fatten on the blood of the living. Even more, we have seen amongst us that he can even grow younger, that his vital faculties grow strenuous, and seem as though they refresh themselves when his special pabulum is plenty.

"But he cannot flourish without this diet, he eat not as others. Even friend Jonathan, who lived with him for weeks, did never see him eat, never! He throws no shadow, he make in the mirror no reflect, as again Jonathan observe. He has the strength of many of his hand, witness again Jonathan when he shut the door against the wolves, and when he help him from the diligence too. He can transform himself to wolf, as we gather from the ship arrival in Whitby, when he tear open the dog, he can be as bat, as Madam Mina saw him on the window at Whitby, and as friend John saw him fly from this so near house, and as my friend Quincey saw him at the window of Miss Lucy.

"He can come in mist which he create, that noble ship's captain proved him of this, but, from what we know, the distance he can make this mist is limited, and it can only be round himself.

"He come on moonlight rays as elemental dust, as again Jonathan saw those sisters in the castle of Dracula. He become so small, we ourselves saw Miss Lucy, ere she was at peace, slip through a hairbreadth space at the tomb door. He can, when once he find his way, come out from anything or into anything, no matter how close it be bound or even fused up with fire, solder you call it. He can see in the dark, no small power this, in a world which is one half shut from the light. Ah, but hear me through.

"He can do all these things, yet he is not free. Nay, he is even more prisoner than the slave of the galley, than the madman in his cell. He cannot go where he lists, he who is not of nature has yet to obey some of nature's laws, why we know not. He may not enter anywhere at the first, unless there be some one of the household who bid him to come, though afterwards he can come as he please. His power ceases, as does that of all evil things, at the coming of the day.

"Only at certain times can he have limited freedom. If he be not at the place whither he is bound, he can only change himself at noon or at exact sunrise or sunset. These things we are told, and in this record of ours we have proof by inference. Thus, whereas he can do as he will within his limit, when he have his earth-home,his coffin-home, his hellhome, the place unhallowed, as we saw when he went to the grave of the suicide at Whitby, still at other time he can only change when the time come. It is said, too, that he can only pass running water at the slack or the flood of the tide. Then there are things which so afflict him that he has no power, as the garlic that we know of, and as for things sacred, as this symbol, my crucifix, that was amongst us even now when we resolve, to them he is nothing, but in their presence he take his place far off and silent with respect. There are others, too, which I shall tell you of, lest in our seeking we may need them.

"The branch of wild rose on his coffin keep him that he move not from it, a sacred bullet fired into the coffin kill him so that he be true dead, and as for the stake through him, we know already of its peace, or the cut off head that giveth rest. We have seen it with our eyes.

"Thus when we find the habitation of this man-that-was, we can confine him to his coffin and destroy him, if we obey what we know. But he is clever. I have asked my friend Arminius, of Buda-Pesth University, to make his record, and from all the means that are, he tell me of what he has been. He must, indeed, have been that Voivode Dracula who won his name against the Turk, over the great river on the very frontier of Turkey-land. If it be so, then was he no common man, for in that time, and for centuries after, he was spoken of as the cleverest and the most cunning, as well as the bravest of the sons of the `land beyond the forest.' That mighty brain and that iron resolution went with him to his grave, and are even now arrayed against us. The Draculas were, says Arminius, a great and noble race, though now and again were scions who were held by their coevals to have had dealings with the Evil One. They learned his secrets in the Scholomance, amongst the mountains over Lake Hermanstadt, where the devil claims the tenth scholar as his due. In the records are such words as `stregoica' witch, `ordog' and `pokol' Satan and hell, and in one manuscript this very Dracula is spoken of as `wampyr,'which we all understand too well. There have been from the loins of this very one great men and good women, and their graves make sacred the earth where alone this foulness can dwell. For it is not the least of its terrors that this evil thing is rooted deep in all good, in soil barren of holy memories it cannot rest."

"I have studied, over and over again since they came into my hands, all the papers relating to this monster, and the more I have studied, the greater seems the necessity to utterly stamp him out. All through there are signs of his advance. Not only of his power, but of his knowledge of it. As I learned from the researches of my friend Arminius of Buda-Pesth, he was in life a most wonderful man. Soldier, statesman, and alchemist. Which latter was the highest development of the science knowledge of his time. He had a mighty brain, a learning beyond compare, and a heart that knew no fear and no remorse. He dared even to attend the Scholomance, and there was no branch of knowledge of his time that he did not essay.

It was an answer that appalled the most sceptical of us, and we felt individually that in the presence of such earnest purpose as the Professor's, a purpose which could thus use the to him most sacred of things, it was impossible to distrust. In respectful silence we took the places assigned to us close round the tomb, but hidden from the sight of any one approaching. I pitied the others, especially Arthur. I had myself been apprenticed by my former visits to this watching horror, and yet I, who had up to an hour ago repudiated the proofs, felt my heart sink within me. Never did tombs look so ghastly white. Never did cypress, or yew, or juniper so seem the embodiment of funeral gloom. Never did tree or grass wave or rustle so ominously. Never did bough creak so mysteriously, and never did the far-away howling of dogs send such a woeful presage through the night.

There was a long spell of silence, big, aching, void, and then from the Professor a keen "S-s-s-s!" He pointed, and far down the avenue of yews we saw a white figure advance, a dim white figure, which held something dark at its breast. The figure stopped, and at the moment a ray of moonlight fell upon the masses of driving clouds, and showed in startling prominence a dark-haired woman, dressed in the cerements of the grave. We could not see the face, for it was bent down over what we saw to be a fair-haired child. There was a pause and a sharp little cry, such as a child gives in sleep, or a dog as it lies before the fire and dreams. We were starting forward, but the Professor's warning hand, seen by us as he stood behind a yew tree, kept us back. And then as we looked the white figure moved forwards again. It was now near enough for us to see clearly, and the moonlight still held. My own heart grew cold as ice, and I could hear the gasp of Arthur, as we recognized the features of Lucy Westenra. Lucy Westenra, but yet how changed. The sweetness was turned to adamantine, heartless cruelty, and the purity to voluptuous wantonness.

Van Helsing stepped out, and obedient to his gesture, we all advanced too. The four of us ranged in a line before the door of the tomb. Van Helsing raised his lantern and drew the slide. By the concentrated light that fell on Lucy's face we could see that the lips were crimson with fresh blood, and that the stream had trickled over her chin and stained the purity of her lawn death robe.

We shuddered with horror. I could see by the tremulous light that even Van Helsing's iron nerve had failed. Arthur was next to me, and if I had not seized his arm and held him up, he would have fallen.

When Lucy, I call the thing that was before us Lucy because it bore her shape, saw us she drew back with an angry snarl, such as a cat gives when taken unawares, then her eyes ranged over us. Lucy's eyes in form and color, but Lucy's eyes unclean and full of hell fire, instead of the pure, gentle orbs we knew. At that moment the remnant of my love passed into hate and loathing. Had she then to be killed, I could have done it with savage delight. As she looked, her eyes blazed with unholy light, and the face became wreathed with a voluptuous smile. Oh, God, how it made me shudder to see it! With a careless motion, she flung to the ground, callous as a devil, the child that up to now she had clutched strenuously to her breast, growling over it as a dog growls over a bone. The child gave a sharp cry, and lay there moaning. There was a cold-bloodedness in the act which wrung a groan from Arthur. When she advanced to him with outstretched arms and a wanton smile he fell back and hid his face in his hands.

She still advanced, however, and with a languorous, voluptuous grace, said, "Come to me, Arthur. Leave these others and come to me. My arms are hungry for you. Come, and we can rest together. Come, my husband, come!"

There was something diabolically sweet in her tones, something of the tinkling of glass when struck, which rang through the brains even of us who heard the words addressed to another.

As for Arthur, he seemed under a spell, moving his hands from his face, he opened wide his arms. She was leaping for them, when Van Helsing sprang forward and held between them his little golden crucifix. She recoiled from it, and, with a suddenly distorted face, full of rage, dashed past him as if to enter the tomb.

When within a foot or two of the door, however,she stopped, as if arrested by some irresistible force. Then she turned, and her face was shown in the clear burst of moonlight and by the lamp, which had now no quiver from Van Helsing's nerves. Never did I see such baffled malice on a face, and never, I trust, shall such ever be seen again by mortal eyes. The beautiful color became livid, the eyes seemed to throw out sparks of hell fire, the brows were wrinkled as though the folds of flesh were the coils of Medusa's snakes, and the lovely, blood-stained mouth grew to an open square, as in the passion masks of the Greeks and Japanese. If ever a face meant death, if looks could kill, we saw it at that moment.

And so for full half a minute, which seemed an eternity, se remained between the lifted crucifix and the sacred closing of her means of entry.

Van Helsing broke the silence by asking Arthur, "Answer me, oh my friend! Am I to proceed in my work?"

"Do as you will, friend. Do as you will. There can be no horror like this ever any more." And he groaned in spirit.

Quincey and I simultaneously moved towards him, and took his arms. We could hear the click of the closing lantern as Van Helsing held it down. Coming close to the tomb, he began to remove from the chinks some of the sacred emblem which he had placed there. We all looked on with horrified amazement as we saw, when he stood back, the woman, with a corporeal body as real at that moment as our own, pass through the interstice where scarce a knife blade could have gone. We all felt a glad sense of relief when we saw the Professor calmly restoring the strings of putty to the edges of the door.

When this was done, he lifted the child and said, "Come now, my friends. We can do no more till tomorrow. There is a funeral at noon, so here we shall all come before long after that. The friends of the dead will all be gone by two, and when the sexton locks the gate we shall remain. Then there is more to do, but not like this of tonight. As for this little one, he is not much harmed, and by tomorrow night he shall be well. We shall leave him where the police will find him, as on the other night, and then to home."

For a minute perhaps it was massacre. I was too fierce to discriminate, and the Selenites were probably too scared to fight. At any rate they made no sort of fight against me. I saw scarlet, as the saying is. I remember I seemed to be wading among those leathery, thin things as a man wades through tall grass, mowing and hitting, first right, then left; smash. Little drops of moisture flew about. I trod on things that crushed and piped and went slippery. The crowd seemed to open and close and flow like water. They seemed to have no combined plan whatever. There were spears flew about me, I was grazed over the ear by one. I was stabbed once in the arm and once in the cheek, but I only found that out afterwards, when the blood had had time to run and cool and feel wet.

What Cavor did I do not know. For a space it seemed that this fighting had lasted for an age, and must needs go on for ever. Then suddenly it was all over, and there was nothing to be seen but the backs of heads bobbing up and down as their owners ran in all directions. ... I seemed altogether unhurt. I ran forward some paces, shouting, then turned about. I was amazed.

I had come right through them in vast flying strides, they were all behind me, and running hither and thither to hide.

I felt an enormous astonishment at the evaporation of the great fight into which I had hurled myself, and not a little exultation. It did not seem to me that I had discovered the Selenites were unexpectedly flimsy, but that I was unexpectedly strong. I laughed stupidly. This fantastic moon!

I glanced for a moment at the smashed and writhing bodies that were scattered over the cavern floor, with a vague idea of further violence, then hurried on after Cavor.

That wretched-looking hand-tentacle sticking out of its jar seemed to have a sort of limp appeal for lost possibilities; it haunts me still, although, of course it is really in the end a far more humane proceeding than our earthly method of leaving children to grow into human beings, and then making machines of them.

The unlimited development of the minds of the intellectual class is rendered possible by the absence of any body skull in the lunar anatomy, that strange box of bone that clamps about the developing brain of man, imperiously insisting 'thus far and no farther' to all his possibilities. They fall into three main classes differing greatly in influence and respect. There are administrators, of whom Phi-oo is one, Selenites of considerable initiative and versatility, responsible each for a certain cubic content of the moon's bulk; the experts like the football-headed thinker, who are trained to perform certain special operations; and the erudite, who are the repositories of all knowledge. To the latter class belongs Tsi-puff, the first lunar professor of terrestrial languages. With regard to these latter, it is a curious little thing to note that the unlimited growth of the lunar brain has rendered unnecessary the invention of all those mechanical aids to brain work which have distinguished the career of man. There are no books, no records of any sort, no libraries or inscriptions. All knowledge is stored in distended brains much as the honey-ants of Texas store honey in their distended abdomens. The lunar Somerset House and the lunar British Museum Library are collections of living brains...

...he had threatened to arrive a few months after their marriage to destroy their economy and scare off the novel, but then he had melted away, leaving only his echo of a threat.