Digital Marketing

Article OPEN
Jerry Wind ; Vijay Mahajan (2002)
  • Publisher: Symphonya. Emerging Issues in Management
  • Journal: Symphonya. Emerging Issues in Management, issue 1 Market-Space Management (issn: 1593-0319, eissn: 1593-0300)
  • Related identifiers: doi: 10.4468/2002.1.04wind.mahajan
  • Subject: Digital Revolution; Digital Marketing; Global Markets; Price; Global Competition | http://dx.doi.org/10.4468/2002.1.04wind.mahajan [Digital Revolution, Digital Marketing, Global Markets, Price, Global Competition DOI]
    acm: TheoryofComputation_GENERAL

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.
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