A New Marketing Paradigm for Electronic Commerce
elab.vanderbilt.edu
A New Marketing Paradigm for Electronic Commerce
Donna L. Hoffman hoffman@colette.ogsm.vanderbilt.edu Thomas P. Novak novak@moe.ogsm.vanderbilt.edu
February 19, 1996
Paper submitted for the Special Issue on Electronic Commerce for The Information Society.
Keywords:
computer-mediated environments, World Wide Web, marketing on the Internet, the marketing concept and corporate strategy A New Marketing Paradigm for Electronic Commerce
Running Title:
A New Marketing Paradigm for Electronic Commerce
Abstract The World Wide Web possesses unique characteristics which distinguish it in important ways from traditional commercial communications environments. Because the Web presents a fundamentally different environment for marketing activities than traditional media, conventional marketing activities are becoming transformed, as they are often difficult to implement in their present form. In this paper, we assert that these changes portend an evolution in the "marketing concept" and argue that in order for marketing efforts to be successful in this new medium, a new business paradigm is required in which the marketing function is reconstructed to facilitate electronic commerce in the emerging electronic society underlying the Web.
A New Marketing Paradigm for Electronic Commerce
The World Wide Web is the first and current networked global implementation of a hypermedia computer-mediated environment (CME). As such, it allows users of the
medium to provide and interactively access hypermedia content, and to communicate with each other. These unique forms of interactivity, "machine-interaction" and "personinteraction," respectively, have contributed to the rapid diffusion of the Web as a commercial medium in the last several years (Hoffman and Novak 1995). The traditional marketing communications model for mass media (e.g. Lasswell 1948; Katz and Lazarsfeld 1955) holds that mass communication is a one-to-many process
A New Marketing Paradigm for Electronic Commerce
Donna L. Hoffman hoffman@colette.ogsm.vanderbilt.edu Thomas P. Novak novak@moe.ogsm.vanderbilt.edu
February 19, 1996
Paper submitted for the Special Issue on Electronic Commerce for The Information Society.
Keywords:
computer-mediated environments, World Wide Web, marketing on the Internet, the marketing concept and corporate strategy A New Marketing Paradigm for Electronic Commerce
Running Title:
A New Marketing Paradigm for Electronic Commerce
Abstract The World Wide Web possesses unique characteristics which distinguish it in important ways from traditional commercial communications environments. Because the Web presents a fundamentally different environment for marketing activities than traditional media, conventional marketing activities are becoming transformed, as they are often difficult to implement in their present form. In this paper, we assert that these changes portend an evolution in the "marketing concept" and argue that in order for marketing efforts to be successful in this new medium, a new business paradigm is required in which the marketing function is reconstructed to facilitate electronic commerce in the emerging electronic society underlying the Web.
A New Marketing Paradigm for Electronic Commerce
The World Wide Web is the first and current networked global implementation of a hypermedia computer-mediated environment (CME). As such, it allows users of the
medium to provide and interactively access hypermedia content, and to communicate with each other. These unique forms of interactivity, "machine-interaction" and "personinteraction," respectively, have contributed to the rapid diffusion of the Web as a commercial medium in the last several years (Hoffman and Novak 1995). The traditional marketing communications model for mass media (e.g. Lasswell 1948; Katz and Lazarsfeld 1955) holds that mass communication is a one-to-many process
References: 14 Kirkpatrick, David (1994), "A Look Inside Allen 's Think Tank: This Way to the I-Way," Fortune, July 11, 78-80