you will need to concentrate on building unique relationships with individual customers

"Assembly-line technology made mass production possible, but it was the emergence of mass media that virtually mandated the development of mass marketing. Similarly, the emergence of 1:1 media will produce a totally new kind of business competition - 1:1 marketing. In the 1:1 future, you will find yourself competing for business one customer at a time.
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The mass marketer visualizes his task in terms of selling a single product to as many consumers as possible.
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The marketer's task has always been to make the product unique in a way that would appeal to the largest possible number of consumers, and then to publicize that uniqueness with one-way mass-media messages that are interesting, informative, and persuasive to the "audience" for the product.
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As a 1:1 marketer, however, you will not be trying to sell a single product to as many customers as possible. Instead, you'll be trying to sell a single customer as many products as possible - over a long period of time, and across different product lines.
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To do this, you will need to concentrate on building unique relationships with individual customers, on a 1:1 basis. Some relationships will be more valuable than others. Your best relationships, and your most profitable business, will define your best customers."

Como não pensar na "miudagem".
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 Trecho retirado de "The One to One Future" de Don Peppers and Martha Rogers