The Impact of the Internet on Marketing Strategy: Revisiting Early Predictions

Abstract

This conceptual paper revisits and reviews early milestone literature of influential authors, who discuss the impact of the Internet on major forces that shape a company's marketing strategy to assess whether their futurist predictions and conceptual claims turned out to be true or were later falsified by empirical research or market experience. In particular; the impact of the Internet on customers, design of products/services, pricing, marketing communications, intermediaries, publics, and social/cultural environmentis explored. Throughout the paper; related under-researched and unsettled areas are discussed and future research avenues are suggested.