1997/03/01 by Donna L. Hoffman, DONNA L. HOFFMAN THOMAS P. NOVAK
Decision Sciences · Social Sciences · #Digital Games and Media #Digital Marketing and Social Media #Technology Adoption and User Behaviour
paper · doi:10.1080/019722497129278
openalex publication_date 1997/03/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29
The World Wide Web possesses unique characteristics that distinguish it in important ways from traditional commercial communications environments. Because the Web presents a fundamentally different environment for marketing activities than traditional media, conventional marketing activities are becoming transformed, as they are often difficult to implement in their present form. In this article, we discuss the idea that these changes portend an evolution in the ''marketing concept'' and argue that in order for marketing efforts to be successful in this new medium, a new business paradigm is required. In this new approach, the marketing function must be reconstructed to facilitate electronic commerce in the emerging electronic society underlying the Web.