Como chegamos a Mongo

Em poucas palavras Evert Gummesson no livro "Total Relationship Marketing" descreve o caminho que nos leva a Mongo:
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"1.Everything was customized in the crafts society, both goods and services. The technical quality of the products was usually high; they were expensive but lasted a long time, sometimes a lifetime. There was no shortage of people to provide a household services but it was hard to find good ones. Every customer was a segment of one  - it was one-to-one - and marketing was thus individual and personalized.
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2.Mass manufacturing in the industrial society lowered prices but offered the same product to everyone with ensuing misfit between the product and individual needs. All individuals belonged to the same segment and were exposed to heavy advertising, that is, impersonal mass marketing of standardized goods.
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3.Crude segmentation through the mass marketing of mass manufactured products by means of socio-demographic variables such as age, sex and income, and sometimes previous buyer behaviour, allowed a limited number of products variants.
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4.Refined segmentation and more subtly defined niches of lifestyles and previous buying behaviour catering for specific, individual needs.
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5.Customized mass production of both goods and services unites large-scale advantages with individual needs. We are not back to square one of the crafts society, but we have recovered one-to-one treatment.
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The circle is closed. The stages take us "forward to basics", to the individually and community customized offering. We have broadned the scope of options through new production, distribution and promotion techniques. These stages are not mutually exclusive, rather co-existing supplements. We will still need craftspeople, and soda drinks will be produced in mass quantities and be partly mass marketed. But the dominance of the industrial mass manufacturing and mass marketing society is broken." (Moi ici: Isto faz-me recordar um termo que está em linha com a explosão da procura e da oferta ... a polarização dos mercados)