TY - JOUR
T1 - Web-based marketing
T2 - The coming revolution in marketing thought and strategy
AU - Sharma, Arun
AU - Sheth, Jagdish N.
PY - 2004/7/1
Y1 - 2004/7/1
N2 - The web is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing marketing strategies for the web. In this paper, we propose that the web is fundamentally changing, and will continue to change, marketing thought and practice. The paper suggests that the web-based markets of tomorrow may have little resemblance to the markets of today. We discuss the emergence of reverse marketing, customer-centric marketing, effective-efficiency, adaptation, expectation management, marketing process focus and fixed cost marketing in the context of marketing theory and practice. In addition, we discuss customer behaviors such as cocreation, universal availability, use of infomediaries, temporal shifts, open pricing and a move toward bricks to clicks.
AB - The web is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing marketing strategies for the web. In this paper, we propose that the web is fundamentally changing, and will continue to change, marketing thought and practice. The paper suggests that the web-based markets of tomorrow may have little resemblance to the markets of today. We discuss the emergence of reverse marketing, customer-centric marketing, effective-efficiency, adaptation, expectation management, marketing process focus and fixed cost marketing in the context of marketing theory and practice. In addition, we discuss customer behaviors such as cocreation, universal availability, use of infomediaries, temporal shifts, open pricing and a move toward bricks to clicks.
KW - B2B
KW - B2C
KW - CRM
KW - Cocreation
KW - Reverse marketing
KW - Web based marketing
UR - http://www.scopus.com/inward/record.url?scp=1842832749&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=1842832749&partnerID=8YFLogxK
U2 - 10.1016/S0148-2963(02)00350-8
DO - 10.1016/S0148-2963(02)00350-8
M3 - Article
AN - SCOPUS:1842832749
VL - 57
SP - 696
EP - 702
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 7
ER -