Best In Brief

Marketing in the age of the network

Richard Watson, Pierre Berthon, Leyland Pitt and George Zinkhan

We have entered the age of the ubiquitous network or u-space where the future of business is shaped by strategic  thinking and network technology advances.

Marketing is a craft that is shaped by the tools available. In the late 19th century the development of efficient railway and postal systems allowed catalogue marketers to develop in the USA. In the 1930s and 1940s the launch of demographically based magazines allowed marketers to target markets effectively. Advances in information technology in the 1990s allowed interaction with customers through vast databases of customers and transactions, while the internet shaped marketing theory still further.