U-commerce: Expanding the universe of marketing

This article introduces several new concepts that lay the conceptual foundation for thinking about next-generation marketing based on ubiquitous networks. U-commerce, orÜber-commerce, is predicated on the characteristics of network ubiquity, universality, uniqueness, and unison. It is proposed that the keys to managing network-driven firms are the concepts of u-space and attention analysis. The implications for next-generation marketing in the u-space are explored, with a research agenda identified for scholars and managerial implications recognized for practitioners.

[1]  R. Watson,et al.  Postmodernism and the Web , 2000 .

[2]  Robert C. Blattberg,et al.  Manage marketing by the customer equity test. , 1996, Harvard business review.

[3]  Richard T. Watson,et al.  Object-orientation: a new perspective on strategy , 2000, Proceedings Academia/Industry Working Conference on Research Challenges '00. Next Generation Enterprises: Virtual Organizations and Mobile/Pervasive Technologies. AIWORC'00. (Cat. No.PR00628).

[4]  Reavis Cox,et al.  Towards a Theory of Marketing , 1948 .

[5]  In the mind of the machine: The breakthrough in artificial intelligence , 1998 .

[6]  N. Taleb Fooled by randomness : the hidden role of chance in the markets and in life , 2001 .

[7]  Ravi S. Achrol,et al.  Evolution of the Marketing Organization: New Forms for Turbulent Environments , 1991 .

[8]  E. Eisenstein The printing press as an agent of change , 1969 .

[9]  Stafford Beer,et al.  Brain of the Firm: The Managerial Cybernetics of Organization , 1972 .

[10]  D. Aaker MEASURING BRAND EQUITY ACROSS PRODUCTS AND MARKETS , 1996 .

[11]  Fremont E. Kast,et al.  Organization and Management , 1985 .

[12]  F. Modigliani,et al.  Adventures of an Economist , 2001 .

[13]  G. L. Shostack Breaking Free from Product Marketing , 1977 .

[14]  L. P. Bucklin A theory of distribution channel structure , 1966 .

[15]  S. Godin Permission Marketing: Turning Strangers Into Friends And Friends Into Customers , 1999 .

[16]  J. Conlisk Why Bounded Rationality , 1996 .

[17]  G Stix,et al.  The mice that warred. , 2001, Scientific American.

[18]  T. Zillner,et al.  Review of The Social Life of Information by John Seely Brown and Paul Duguid. Boston: Harvard Business School Press , 2000 .

[19]  H. Simon,et al.  Invariants of human behavior. , 1990, Annual review of psychology.

[20]  Jerry A. Hausman,et al.  Individual Discount Rates and the Purchase and Utilization of Energy-Using Durables , 1979 .

[21]  Jon Krakauer Into Thin Air: A Personal Account of the Mount Everest Disaster , 1998 .

[22]  D. Aaker Managing brand equity : capitalizing on the value of a brand name , 1992 .

[23]  James A. Hendler,et al.  The Semantic Web" in Scientific American , 2001 .

[24]  G. L. Shostack,et al.  Service Positioning through Structural Change , 1987 .

[25]  N. Adler,et al.  The Parochial Dinosaur: Organizational Science in a Global Context , 1991 .

[26]  T. Davenport,et al.  The attention economy: understanding the new currency of business [Book Review] , 2001, IEEE Engineering Management Review.

[27]  M. Alpert Long-distance robots. , 2001, Scientific American.

[28]  George A. Akerlof The Market for “Lemons”: Quality Uncertainty and the Market Mechanism , 1970 .

[29]  M. Fischetti In the Fast Lane , 2001 .

[30]  Leonard Kleinrock Breaking loose , 2001, CACM.

[31]  Leonard Shlain Art and Physics: Parallel Visions in Space, Time and Light - Abstract , 1991 .

[32]  H. Simon,et al.  Administrative Behavior: A Study of Decision-Making Processes in Administrative Organization. , 1959 .

[33]  R. Bagozzi Marketing as Exchange , 1975 .

[34]  R Zubrin North to Mars! , 2001, Scientific American.

[35]  John Seely Brown,et al.  Book Reviews : The Social Life of Information By John Seely Brown and Paul Duguid. Boston: Harvard Business School Press, 2000. 320 pages , 2000 .

[36]  A. Kellerman,et al.  The Constitution of Society : Outline of the Theory of Structuration , 2015 .

[37]  J. H. Gilmore,et al.  Welcome to the experience economy. , 1998, Harvard business review.

[38]  M. Fischetti Flea treatments. Killer drops. , 2001, Scientific American.

[39]  Bernd H. Schmitt Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands , 1999 .

[40]  Peter R. Dickson,et al.  Toward a General Theory of Competitive Rationality , 1992 .

[41]  Peter D. Bennett Dictionary of marketing terms , 1995 .

[42]  E. Eisenstein The Printing Revolution in Early Modern Europe , 1984 .

[43]  S. Hunt,et al.  The Commitment-Trust Theory of Relationship Marketing , 1994 .

[44]  Evan I. Schwartz,et al.  Webonomics : Nine Essential Principles for Growing Your Business on the World Wide Web , 1997 .

[45]  Richard T. Watson,et al.  The Internet and the birth of real consumer power , 2002 .

[46]  Don Peppers,et al.  The One to One Future: Building Relationships One Customer at a Time (Будущее персонализации: построение взаимоотношений с одним клиентом) , 1993 .

[47]  D. Peppers,et al.  Is your company ready for one-to-one marketing? , 1999, Harvard business review.

[48]  Richard T. Watson,et al.  Pricing strategy and the net , 2001 .

[49]  Morris B. Holbrook Stereographic Visual Displays and the Three-Dimensional Communication of Findings in Marketing Research , 1997 .

[50]  E. P. Michael Strategy and the Internet. , 2001 .

[51]  Paul R. Milgrom,et al.  Economics, Organization and Management , 1992 .

[52]  Linda L. Price,et al.  River Magic: Extraordinary Experience and the Extended Service Encounter , 1993 .

[53]  W. Köhler Gestalt Psychology: An Introduction to New Concepts in Modern Psychology , 1970 .

[54]  R. McKenna,et al.  Marketing is everything. , 1991, Harvard business review.

[55]  A. Tversky,et al.  Judgment under Uncertainty: Heuristics and Biases , 1974, Science.

[56]  J. M. Rathmell What is Meant by Services? , 1966 .

[57]  G Stix,et al.  The triumph of the light. , 2001, Scientific American.

[58]  Leyland Pitt,et al.  Brand Management Prognostications , 1999 .

[59]  B. Joseph Pine,et al.  The Experience Economy , 1999 .

[60]  Larry Downes,et al.  Unleashing the Killer App: Digital Strategies for Market Dominance , 1998 .

[61]  M. Porter How Competitive Forces Shape Strategy , 1989 .