A New Paradigm for Marketing Online

Washington University Working Paper No. OLIN-98-09

Posted: 9 Jul 1999

See all articles by Amit Pazgal

Amit Pazgal

Rice University

Sandeep Sikka

Washington University in St. Louis

Date Written: March 1999

Abstract

New technologies require new paradigms and a fresh perspective in analyzing and comprehending their implications. Computer networks, with the Internet and the World Wide Web (WWW) in particular, have already revolutionized many business practices. The satisfactory application of traditional marketing models to the analysis of marketing practices on-line is difficult at best. Thus, this paper offers a new and intuitive conceptual framework for analyzing, interpreting and managing the marketing process in a connected world. Specifically, we propose a model consisting of four crucial aspects: Aggregation, Interaction, Identification, and Intensity (AI3). Each one of these four aspects should be carefully analyzed according to pre-specified guidelines to ensure the success of any on-line business. The paper describes characteristics that will be intrinsic to marketing in the future connected world. We investigate the reasons underlying these characteristics. We suggest a detailed procedure for managing these future attributes using the AI3 model. In the process of doing so, we compare and contrast our model to traditional marketing models and show it's superiority.

JEL Classification: L86

Suggested Citation

Pazgal, Amit I. and Sikka, Sandeep, A New Paradigm for Marketing Online (March 1999). Washington University Working Paper No. OLIN-98-09, Available at SSRN: https://ssrn.com/abstract=157353

Amit I. Pazgal (Contact Author)

Rice University ( email )

6100 South Main Street
Houston, TX 77005-1892
United States

Sandeep Sikka

Washington University in St. Louis

One Brookings Drive
Department of Computer Science Campus Box 1115
St. Louis, MO 63130
United States
314- 935-4465 (Phone)

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