U-commerce: Expanding the universe of marketing
Richard T. Watson, Leyland F. Pitt, Pierre Berthon, George M. Zinkhan
Journal of the Academy of Marketing Science · 2002 · Volume 30 · Issue 4
Abstract
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.
Keywords
Marketing, Mobile Phone, Cell Phone, Credit Card, Short Message Service
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