Is P-Commerce The Future of Business and E-Commerce? An Empirical Study of Elite Customer Experience and Perception
Published: 2014
Author(s) Name: Arvind Agrawal, Rashmi Soni |
Author(s) Affiliation: Arvind is Scholar at JJT Univ., Rajasthan; Dr. Rashmi is Dean, Oriental Institute, Navi Mumbai
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Abstract
The phenomenon of e-commerce was initially a technological development.
It offered a new dimension to business, and new opportunity to creative
people. However, not all the e-com ventures could be equally successful.
There can be many factors, and the people element is surely one of them,
which cannot be isolated from business. The people-power and that of
fast-changing / emerging values is going to drive transformation in forms
and formats of business in future; beyond e-com, social media and internet
based marketing. This paper is prepared in light of the ideas generated
in a landmark book titled: Marketing 3.0 – From Products to Customers
to Human Spirit by Philip Kotler, H Kartajaya and Iwan S. (2010) and
is based on data collected from 37 respondents from LinkedIn The paper
gives insight of deep level changes happening inside the minds of high-end
consumers with advent of irreversible globalization and its impact beyond
Internet based platforms This paper explores the relevance of those ideas
for something we will call ‘P-Commerce’; (participation- commerce) in
this paper.
Keywords: E-Commerce, Collaborative Marketing, Brand, Hierarchy of Desires, Customer Partnerships, Participation Commerce
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