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 areas of commerce. The shift from a traditional 'industrial-age' approach of business development and implementation to what is now being called 'the new economy' has been well documented around the world.1,2,3Moving from a 'bricks and mortar' to 'select and click' approach to customer choice, distribution and communication is and will continue to have a major impact on how marketing...