ABSTRACT
Welcome to this Special Edition of the Journal of Marketing Management on new developments in online marketing. Writing in this Journal more than a decade ago, one of the Guest Editors stated that the study and practice of marketing would be revolutionised by the rapid growth of the Internet and World Wide Web. The Web, according to the authors, represented a fundamentally different environment compared to offline marketing, and new marketing paradigms would need to be developed for the emerging electronic age (Hamill & Gregory, 1997).
