Digital Marketing

Jerry Wind and Vijay Mahajan
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Jerry Wind: The Warthon School
Vijay Mahajan: University of Texas-Austin

Symphonya. Emerging Issues in Management, 2002, issue 1 Market-Space Management

Abstract: The digital revolution has shaken marketing to its core with consumers being offered greater price transparency and often even the chance to dictate the price. What does pricing mean in a world in which customers propose their own prices (as at priceline.com) or buyers and sellers haggle independently in auctions (as at e-Bay)? The most significant changes in the digital marketing show the emergence of 'cyber consumers', the cyber business-to-business world and the changing reality of an increasingly complex, dynamic and global markets.

Keywords: Digital Revolution; Digital Marketing; Global Markets; Price; Global Competition DOI:http://dx.doi.org/10.4468/2002.1.04wind.mahajan (search for similar items in EconPapers)
Date: 2002
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