• Summary
  • Contents
  • Subject index

This exciting new Handbook brings together the latest in debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors. The collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory.

Technology, Consumers, and Marketing Theory
Technology, consumers, and marketing theory
NikhileshDholakia, DetlevZwick, and JaniceDenegri-Knott
Introduction

Technology-related turning points that reshape the direction of marketing usually become apparent only in the clear light of hindsight. Sometimes, though, market and commerce-shaping technological breakthroughs are foreseen in prescient ways. Prior to the famed ‘Golden Spike’ at Promontory Point in Utah that linked the East and West of continental United States by railroad in 1869, three other commemorative spikes were driven. The one from the territory of Arizona bore this inscription: ‘Ribbed with iron clad in silver and crowned with gold Arizona presents her offering to the enterprise that has banded a continent and dictated a pathway to commerce’.1 This inscription foresaw the momentous promise, if not the exact pattern, of continental ...

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