I have the honour in coining a new oxymoron; 'Mass Exclusivity' and I do so in respect to the marketing blitzkrieg launched by Gmail. I would be none too surprised if Philip Kotler himself is behind the marketing campaign, for only a marketing genius of his stature can contrive up such a potent plot. The bare basics of marketing is to create demand even if its non existent. We all have email accounts and more than one at it too; but then why all the hoopla around gmail? Gmail's strategy was/is excellent; its a mixture of niche marketing and mass marketing. By making the product exclusive, an enormous amount of interest was generated and they capitalized on this interest by applying theories of mass marketing to it. Gmail is still 'by invite only' which makes it a very exclusive club but then again when you give each account holder 6 invites its non-exclusive to say the least; in effect their audience is increasing 6 fold at any given time. Almost a year since the launch and the demand still hasn't abated. Gmail is an average product; email services like fastmail.fm
are light-years ahead but the naive netizens like the rest of the world are more enamoured by the packaging than by the product..