ABSTRACT
Technology is driving major change to all business on a large scale and it is important that companies are proactive. The foundations and structure of sound traditional marketing theories that were visionary at the time need to be readdressed. Owing to digital technology, the old rules are no longer valid. Technology makes the movement of information in the networked economy possible; therefore, industries in which the product or service is information, such as retailing, recruitment, financial services, travel and entertainment, are involved in major shifts.
