For centuries and most of the decades in the 20th century (i.e whe.computer was invented) access an.communication was the tool of rich and ultra rich people, prohibitively expansive to ‘not so rich’ and ‘not at all rich’ people. All marketing research and development was focused on
the 20% of the market based on the management principle 80:20, ignoring the vast 4 billion people who are at the bottom of the pyramid( read Fortune at the Bottom of Pyramid by C.K. Prahalad, Wharton Publishing).
In 1990s, Internet came along and change the paradigm of whole global market. Because here we have a great tool Internet a very efficient, very potent to penetrate the earlier thought impregnable market sec. For most if the time it is the exposure to the outer world and information is necessary to make any decision and growth of any section of society or part of world. Internet is playing that role very efficiently.
Internet is a Mass product. Here power lies in the hand of individuals, rich or not so rich(This terminology is taken from Fortune at the Bottom of Pyramid by C.K. Prahalad, Wharton Publishing).
General theory of market states