| Author: | Cox, J. |
| Title: | Ubiquitous consumption and the marketing mix |
| Journal: | Journal of Internet commerce
2004 : VOL. 3:2, p. 21-32 |
| Index terms: | Consumer behaviour Electronic commerce Marketing mix |
| Language: | eng |
| Abstract: | Traditional marketing legacy systems containing established members, norms and rules tend to be closed vertical systems exhibiting characteristics of rule, norm and boundary stability. Consumer behaviour drives the development of marketing mixes. The fundamental power and promise of e-commerce is to transform consumer behaviour. The more efficient adjustment of discrepancies between supply and demand offered by e-commerce enables ubiquitous market space (u-commerce). Ubiquitous consumption is the ability to access and consume goods and services anytime and anyplace. Ubiquity in consumption demands a more fluid marketing mix evidenced by a dynamic networked open system consisting of shifting alliances, loosely defined boundaries, and tightly integrated processes. This article examines the concept of u-commerce and suggests implications for marketing managers and academics. |
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