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Marketing Theory
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The marketplace, emerging technology and marketing theory

George M. Zinkhan

University of Georgia, USA

The marketplace is a human invention that simultaneously delivers a standard of living and serves as a forum for the exchange of ideas. In the 21st century, we see the ‘marketspace’ as an innovation that has potential to enhance human experiences. In this commentary, we explore how emerging technology (e.g. the Internet) is transforming the marketplace, and we discuss how marketing theory might evolve in order to keep pace with this phenomenon.

Key Words: guilds • luxury goods • marketing theory • marketplace • technology

Marketing Theory, Vol. 5, No. 1, 105-115 (2005)
DOI: 10.1177/1470593105049603
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