The Dawn of Computer Behavior

Rust, Roland T.
September 1997
Marketing Management;Fall97, Vol. 6 Issue 3, p31
The article discusses interactive computer networks, (like the Internet and the World Wide Web) in the context of marketing. Marketing to computers, according to the author implies that an interactive service is useless until it is found and selected among the millions of options on the Web, and the agent makes the important screening, giving the consumer a reduced set from which to choose. He has stressed the important role of search engines and agents—how search engines and agents respond to marketing stimuli. As a conclusion, he presented some ways on how to cope with the growth of interactive services, indicating that the winning service marketers in the foreseeable future will be those that can do the best job of adapting to the new technological environment by becoming effective interactive marketers.


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