3C, Internet Dynamics and Retail: Towards a new market segmentation?

Auteurs
Frans van den Reep en Peter van den Heuvel
Onderzoekslijn
Digital World
Soort object
Artikel
Datum
2006
Samenvatting
The Internet introduces new business choices for customer interaction. In this article we introduce two claims. Firstly, we will show that the way companies shape their customer interaction, and not their sector or size, determine the market segmentation. Secondly, Internet dynamics and its effect on customer interaction rebalances the companies’ marketing and sales function: the Internet shortens the time window for new market opportunities and makes everyone a salesman. Therefore, traditional marketing activities become more and more part of Sales. Corporate communication and branding become more vital.