Mass customization has become one of the premier hallmarks of the new online marketplace.

In the pre-computer era, customers had to choose between:

• Mass-produced products that were inexpensive but seldom precisely matched personal needs.
• Customized products that closely matched personal needs but were very expensive because of the substantial personal labor involved in their production.

In today's computerized world, it is possible to combine the personalization of custom products with the efficiencies of mass production. For example, on-line vendors, such as Dell Computer, offer computers custom configured to each individual's preferences at prices that match those of mass-produced computers. In similar fashion, it is very feasible to publish electronic newsletters whose contents match the specific interest profile of each indivual.

Some higher-education implications:

• Tailored publications to support courses
• Information portal systems
• Personalized study programs