By the year 2000 over 1 billion people will be connected to the electronic network commonly known as the Internet. In 1995, the Internet can easily be accessed by anyone who has a reasonably configured PC with Netscape Mosaic software and a modem. This network constitutes a whole new marketplace in its own right. Already thousands of firms are marketing their products and services on the Internet. Asks will marketing change in this new electronic environment? Will firms and their networks change as they become involved in this new environment? Suggests there is some evidence that the traditional manipulation of the marketing mix has to be modified for the new environment, value chains may become multidimensional and significant disintermediation may occur as customers link directly electronically with their suppliers. Discusses these issues emphasizing transformation of firms and their networks as they move into the new electronic environment.
Pattinson, H. and Brown, L. (1996), "Chameleons in marketspace: Industry transformation in the new electronic marketing environment", Journal of Marketing Practice: Applied Marketing Science, Vol. 2 No. 1, pp. 7-21. https://doi.org/10.1108/EUM0000000000004Download as .RIS
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