Digital Marketing

Authors

  • Jerry Wind
  • Vijay Mahajan

DOI:

https://doi.org/10.4468/2002.1.04wind.mahajan

Keywords:

Digital Revolution, Digital Marketing, Global Markets, Price, Global Competition

Abstract

The digital revolution has shaken marketing to its core with consumers being offered greater price transparency and often even the chance to dictate the price.
What does pricing mean in a world in which customers propose their own prices (as at priceline.com) or buyers and sellers haggle independently in auctions (as at e-Bay)?
The most significant changes in the digital marketing show the emergence of 'cyber consumers', the cyber business-to-business world and the changing reality of an increasingly complex, dynamic and global markets.

Author Biographies

Jerry Wind

Professor of Marketing, The Wharton School

Vijay Mahajan

Professor of Marketing, University of Texas-Austin

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Published

01-06-2002

How to Cite

Wind, J., & Mahajan, V. (2002). Digital Marketing. Symphonya. Emerging Issues in Management, (1), 43–54. https://doi.org/10.4468/2002.1.04wind.mahajan

Issue

No. 1 (2002): Market-Space Management

Section

Articles

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