Marketing in the age of the network: From
marketplace to U-space.
Watson, Richard T. (1)
Berthon, Pierre (2)
Pitt, Leyland F. (3)
Zinkhan, George M. (1)
Business Horizons; Nov/Dec2004, Vol. 47 Issue 6, p33-40
Abstract:
We have entered the age of the ubiquitous network. The future of business is being shaped by the interplay of strategic thinking and network technology advances, affecting company, supplier, and customer interactions in the production and consumption of value and creating an entirely new toolbox that will change marketing forever. Predicated. on the characteristics of network ubiquity, universality, uniqueness, and unison, the term "U-commerce" captures these new marketing tools. What is the nature of U- commerce? How can we conceptualize marketing in such a "U-space"? And what are the implications for next-generation marketers?
1 J. Rex Fuqua Distinguished Chair
for Internet Strategy,
2 Professor
of Marketing,
3 Professor
of Marketing,
1 Coca-Cola Company Professor of
Marketing,