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The Revolution Will Not Be Televised: Introduction to the Special Issue on Marketing Science and the Internet

Author

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  • Donna L. Hoffman

    (eLab, Vanderbilt University, Nashville, Tennessee 37203, http://ecommerce.vanderbilt.edu)

Abstract

There is a revolution happening—a startling and amazing revolution that is altering everything from our traditional views of how advertising and communication media work to how people can and should communicate with each other. That revolution is the Internet—the massive global network of interconnected packet-switched computer networks—and as the most important innovation since the development of the printing press, the Internet has the potential to radically transform not just the way individuals go about conducting their business with each other, but also the very essence of what it means to be a human being in society. Since the introduction of the first graphicallyoriented Web browser, Mosaic, in 1993, the Internet has experienced phenomenal growth, both in terms of the number of computers and devices connected to it and the number of individuals and firms providing and accessing content on it (Hoffman et al. 2000). The first significant commercial activity appeared on the Web by 1994and in the ensuing five years, the commercialization of the Internet has exploded. There are now very few countries and territories left in the entire world that do not have at least one host computer connected to the Internet (Rutkowski 1999). At the same time, electronic commerce, as a research area, a business, and, indeed, an entire new industry, is still very much in its infancy. There is much confusion and complexity and not nearly enough solid information.

Suggested Citation

  • Donna L. Hoffman, 2000. "The Revolution Will Not Be Televised: Introduction to the Special Issue on Marketing Science and the Internet," Marketing Science, INFORMS, vol. 19(1), pages 1-3.
  • Handle: RePEc:inm:ormksc:v:19:y:2000:i:1:p:1-3
    DOI: 10.1287/mksc.19.1.1.15181
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    References listed on IDEAS

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    1. Eric T. Bradlow & David C. Schmittlein, 2000. "The Little Engines That Could: Modeling the Performance of World Wide Web Search Engines," Marketing Science, INFORMS, vol. 19(1), pages 43-62, June.
    2. Yannis Bakos & Erik Brynjolfsson, 2000. "Bundling and Competition on the Internet," Marketing Science, INFORMS, vol. 19(1), pages 63-82, May.
    3. Gerald Häubl & Valerie Trifts, 2000. "Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids," Marketing Science, INFORMS, vol. 19(1), pages 4-21, May.
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    Cited by:

    1. Langerak, F. & Verhoef, P.C. & Verlegh, P.W.J. & de Valck, K., 2003. "The Effect of Members' Satisfaction with a Virtual Community on Member Participation," ERIM Report Series Research in Management ERS-2003-004-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    2. repec:jtr:journl:v:8:y:2014:i:1:p:112-128 is not listed on IDEAS
    3. Lilien, Gary L., 2016. "The B2B Knowledge Gap," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 543-556.
    4. Myung-Soo Lee & Brian Ratchford & Debrabrata Talukdar, 2001. "The Impact of the Internet on Information Search for Automobiles," Review of Marketing Science Working Papers 1-2-1011, Berkeley Electronic Press.
    5. Giulia Lorenzoni & Clara Minto & Matteo Temporin & Elisa Fuscà & Anna Bolzon & Gianluca Piras & Sabino Iliceto & Marco Silano & Dario Gregori, 2019. "(Ab)use of Health Claims in Websites: The Case of Italian Bottled Waters," IJERPH, MDPI, vol. 16(17), pages 1-13, August.
    6. Young-Jin Lee & Kellie B. Keeling & Andrew Urbaczewski, 2019. "The Economic Value of Online User Reviews with Ad Spending on Movie Box-Office Sales," Information Systems Frontiers, Springer, vol. 21(4), pages 829-844, August.
    7. Chandrashekaran, Murali & Grewal, Rajdeep & Mehta, Raj, 2010. "Estimating Contagion on the Internet: Evidence from the Diffusion of Digital/Information Products," Journal of Interactive Marketing, Elsevier, vol. 24(1), pages 1-13.
    8. Jae Seo, Won & Christine Green, B. & Jae Ko, Yong & Lee, Seunghwan & Schenewark, Jarrod, 2007. "The Effect of Web Cohesion, Web Commitment, and Attitude toward the Website on Intentions to Use NFL Teams' Websites," Sport Management Review, Elsevier, vol. 10(3), pages 231-252, November.
    9. Fuat SEKMEN & Hasmet GOKIRMAK, 2018. "Causal relationship between internet use and economic development for selected Central Asian economies," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania / Editura Economica, vol. 0(3(616), A), pages 145-152, Autumn.

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