Internet. Marché électronique ou réseaux commerciaux ?

The growing efficiency of information networks, now distinct from the physical networks of conventional retail markets, should, theoretically, lead to friction-free efficient markets, with less price dispersion. But empirical evidence point to another direction: more precise segmentation on the demand side, more efficient differentiation for the products and services. Internet allows consumers to spontaneously form communities and firms to benefit from economies of scale by merging some of their activities. This paper try to describe the new marketing that might be induced by electronic markets when they replace conventional markets. Classification JEL : D12, L81, M31