The internet and the effects of eCommerce on the brand

This paper presents a forecast of how brands and branding can and will be used in the new converging marketplace of the 21st century.

The Internet And The Effects Of eCommerce On The Brand

Don E. SchultzNorthwestern University, United States.andHeidi SchultzAgora Inc., United States.

INTRODUCTION

The development of electronic commerce and communication has had a dramatic impact on all...