The future of Marketing Letters

Abstract

The article contains a review of the book 'The Future of Marketing: Practical Strategies for Marketers in the Post-Internet Age,' by Cor Molenaar. The reviewer confesses his wariness of books promising that the new future of marketing lies with the use of the Internet and declares that Molenaar's book is a refreshing change from others that are on the market. Early in the book, Molenaar stresses that the Internet and all of the 'e' words and technological opportunities that go with it do not constitute a revolution but more of an evolution. The prevailing theme in the book is that Internet opportunities require organizational mind-set changes. Overall, the reviewer finds the book a good read for both academics who are dealing with e-business in their curriculum and practitioners who are charged with creating successful new ways to reach their customer.