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| Author: | Berthon, P. Hulbert, J. M. |
| Title: | Marketing in Metamorphosis: Breaking Boundaries |
| Journal: | Business Horizons
2003 : MAY-JUN, VOL. 46:3, p. 31-40 |
| Index terms: | MARKETING INFORMATION ECONOMICS MARKETING STRATEGY |
| Language: | eng |
| Abstract: | Marketing in the 21st century is in a process of rapid change. The shift from a matter economy to the information economy has been the main driver in the evolution of the field. Authors are interested in what general impact will the rise of this information economy have on the field, what are the key divisions, distinctions, and boundaries in marketing that are affected by the metamorphosis. Authors also provide an answer to the question how the practice of marketing will be changed in each. In all, this giant metamorphosis will dissolve old distinctions and concomitantly create new ones, leading to an age of unprecedented uncertainty. The map of marketing is being redrawn. |
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