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| Author: | Schmitz, R.A. Rovner, M.L. |
| Title: | A world of diminishing distance: how information technology is collapsing the transaction barriers between marketers and consumers |
| Journal: | Marketing and Research Today
1992 : NOV, VOL. 20:4, p. 227-234 |
| Index terms: | |
| Freeterms: | INFORMATIK, INFORMATIONSSYSTEM, MARKETING, VERBRAUCHER |
| Language: | eng |
| Abstract: | In this article the authors argue that, while research has helped the consumer's voice to be heard in the more complex marketing world that has evolved this century, we could now be entering an era in which the clarity of the old market place exchange between buyer and seller could undergo a renaissance through the opportunities for direct relationship between individual consumers and marketing institutions provided by modern information technology. |
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