Purpose – To explore an emerging area in internet practice that has implication for consumer marketers. Design/methodology/approach – The paper integrates concepts including a range of recently published (1993‐2004) theoretical works and ongoing case developments in internet practice....

In recent research, two views of the possible postmodern consumer have emerged. One view, advanced by Firat and Venkatesh, postulates that the consumer has increased expressive flexibility and is therefore liberated from prior ideologically‐created restraints. A second view, provided by...

Investigates communication and diffusion theory in the industrial sector, an area seldom considered. Examines the evidence from consumer markets and then goes on to extend these approaches for industrial marketing. States that the theory of diffusion of innovations should be modified for...

Attempts to demonstrate the shallowness of any approach that attempts to show that industrial marketing is wholly different from any form of marketing. Posits that, on the other hand, there are some clearly definable differences, but it is only through perceiving the whole that industrial...

Outlines the problems involved when marketing to consumers in mature markets. Emphasises the need to build a direct knowledge of their consumers and to differentiate the service, product and brand from those of competitors. Asserts that small, distinct service experiences will combine to create...