Buyers' marketing in an electronic environment

Jonathon Hu

    Research output: Chapter in Book / Conference PaperConference Paper

    Abstract

    ![CDATA[Earlier marketing literature had been attentive to both sellers’ and buyers’ facilitation of exchanges, whereas contemporary marketing works focuses on the former. However, information technology has significantly enabled business buyers and consumers to make buying overture on sellers, which necessitates reemphasis on buyers’ facilitation of exchanges. Building on the value chain model and an influential e-marketing theory, we modelled a marketplace of sellers, buyers and consumers and proposes that consumers as marketers may have businesses their advocates throughout demand chains. The rapid rise of technology empowered consumers may have contributed to the overt organisation of marketplace.]]
    Original languageEnglish
    Title of host publicationMacromarketing 2006 Seminar Proceedings: Macromarketing the Future of Marketing?
    PublisherMarketing Department, University of Otago
    Number of pages12
    ISBN (Print)1877165050
    Publication statusPublished - 2006
    EventMacromarketing Seminar -
    Duration: 1 Jan 2006 → …

    Conference

    ConferenceMacromarketing Seminar
    Period1/01/06 → …

    Keywords

    • Internet marketing
    • information technology
    • consumers
    • electronic commerce

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