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 language | English |
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Title of host publication | Macromarketing 2006 Seminar Proceedings: Macromarketing the Future of Marketing? |
Publisher | Marketing Department, University of Otago |
Number of pages | 12 |
ISBN (Print) | 1877165050 |
Publication status | Published - 2006 |
Event | Macromarketing Seminar - Duration: 1 Jan 2006 → … |
Conference
Conference | Macromarketing Seminar |
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Period | 1/01/06 → … |
Keywords
- Internet marketing
- information technology
- consumers
- electronic commerce