Marketspace

Résumé du livre

New products and services--some "real" and some "virtual"--are being created wich dramatically affect how business is being transacted, and, as a consequence, where value will increasingly be created. We call this a transition from the marketplace to the marketspace. The transition is occurring at three levels of economic activity. The first is products and services, which will be reshaped to accommodate a marketspace whose salient characteristic is that it is information-based. The second level is marketing management systems. The third level is the markets themselves, affected as a consequence of the changes at the first two levels. Ultimately, we believe, the marketspace will supplant the marketplace for the simple reason that it will prove to be a more effective means of responding to customer needs and executing related transactions. Since we believe that it is inevitable, our purpose here is to chart the territory and encourage managers to venture forth.