Best in brief: Marketing in the age of the network

Richard Watson, Leyland Pitt, Pierre Berthon and George M Zinkhan

New technology is changing the shape of business by the development of ubiquitous networks (`u-networks’) such as the internet, ATM’s, cellular phones, computers etc.

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...

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