Abstract
Marketing, as a process of connecting buyers and sellers, has traditionally been a seller's monopoly. Now the information age is throwing up new business models and brands — such as consumer agents — which act for and on behalf of consumers as buyers and which enable consumers to take part in the marketing process. Consumer agents will turn the world of traditional marketing upside down, posing a threat to some brands. But they also open up huge new opportunities to re-engineer marketing processes and costs; to dramatically cut the cost of going to market. Indeed, the agent revolution could significantly boost the competitiveness of those brands willing to relinquish their monopoly on marketing to share it with their customers.
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Mitchell, A. Papers: In one-to-one marketing, which ‘one’ comes first?. J Direct Data Digit Mark Pract 1, 354–367 (2000). https://doi.org/10.1057/palgrave.im.4340050
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DOI: https://doi.org/10.1057/palgrave.im.4340050