New games, new rules: will traditional mentality work in the marketplace?

Abstract

States that advertisers on the World Wide Webb (WWW) rely on a traditional mass communication model, which may be inappropriate for electronic commerce. Sets out to explore how marketing could happen on the WWW. Explains the WWW, its origins, its phenomenal growth, and the opportunities it opens up for commercial transactions, particularly in the USA. Refers to literature which indicates that conventional marketing activities need to be revisited and turned into virtual marketing if there is to be any success in electronic commerce. Cites five phases in this evolutionary process. Focuses on interactivity between the consumer and the marketing organization, predicting that good marketing will be based on good conversation, customer satisfaction and consumer access to the company.

Citation

Reza Kiani, G. (1998), "New games, new rules: will traditional mentality work in the marketplace?", Management Research News, Vol. 21 No. 6, pp. 1-9. https://doi.org/10.1108/01409179810781347