Marketing theory in the next millennium

Abstract

We provide an overview of the origins and content of the contributions in this special issue. We show how the challenges confronting marketing theory and practice in the next millennium are, in essence, not new yet the pace of change and complexity of modern business challenges traditional ideas about the nature of marketing strategy. The increasing power and diffusion of computers and the Internet contribute to these developments, provide a focus of research attention in their own right and yield new tools for researching the very phenomena they have helped produce.