There are plenty of good reasons why marketers divide customers into easily-identifiable groups: lackluster sales in a coveted demographic, for instance, can inform changes to a marketing strategy but, as society evolves, there may be more valuable to removing the walls that have traditionally been built between market segments, according to Michael Solomon, professor of marketing at Saint Joseph’s University and author of Marketers, Tear Down These Walls!: Liberating the Postmodern Consumer.