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Is the internet changing the dominant logic of marketing?

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  • Brännback, Malin

Abstract

The marketplace has rapidly moved into the marketspace. Many companies are rushing to be present without a comprehensive strategy or without a real idea of what can or cannot be done. One of the reasons is that a paradigm shift in marketing and information technology is taking place. Moreover, the concept of a product is becoming information-based, distribution is no longer necessarily physical. Understanding the true meaning of market orientation or customer orientation becomes a key to success. We will study the changes in the meaning of two basic concepts: marketing and the product, which we view as the dominant logic of marketing. We will examine two existing models for understanding the product on the Web. Finally, we will exemplify our arguments with a product, Yritystele, which is a business-to business catalogue, that is now available as a CD-ROM (Yritystele PLUS), and on the Internet (www.yritystele.fi).

Suggested Citation

  • Brännback, Malin, 1997. "Is the internet changing the dominant logic of marketing?," European Management Journal, Elsevier, vol. 15(6), pages 698-707, December.
    • Handle: RePEc:eee:eurman:v:15:y:1997:i:6:p:698-707
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    Cited by:

    1. Richard, Marie-Odile, 2005. "Modeling the impact of internet atmospherics on surfer behavior," Journal of Business Research, Elsevier, vol. 58(12), pages 1632-1642, December.
    2. Janiak Małgorzata & Kozłowska-Adamczak Monika, 2018. "Evaluation of the Most Popular Accommodation Booking Portals with Regard to Consumer and Academic Usability," Turyzm / Tourism, Sciendo, vol. 28(2), pages 93-100, December.

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