Presents a discussion of traditional market segmentation in the context of the changing parameters of trade presented by electronic commerce. The discussion is based on two years of research by the director of an Australian futures research and scenario planning consultancy. Considers the three worlds of commerce labelled “marketplace”, “marketspace” and “customerspace”. Introduces and discusses the unprecedented business roles resulting from the intersections of these three worlds of commerce. Hypothesizes about the future of customer interrelationships based on these ways of trading and the emerging business roles. Highlights the major challenges to businesses for competing effectively in this future scenario.
Information Management & Computer Security – Emerald Publishing
Published: Dec 1, 1997
Keywords: Consumers; Customers; Electronic commerce; Market segmentation; Value analysis
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