While the virtue of deep relationships was always self-evident in theory, in reality it wasn't practical. Sellers and buyers have ongoing dialogue. Customers expect you to tailor each iteration of your product to their needs and wants. All sectors of the economy will experience the benefits of b-Webs, since they will effectively replace the corporation as the foundation for wealth creation in the digital economy. In a b-Web, everyone and everything communicates.
Marketers become interactive communications vigilantes.
Think of customers as individual molecules rather than mass markets and the picture becomes clearer. B-Webs group economic units to create value just as in physics molecules cluster to form a substance. A b-Web is a collection of molecules held together by economic, personal, technological, cultural, demographic and other forces. Customers are molecules in the web. The new challenge of marketing is engineering forces that attract and bind customers.