The rapidly emerging digital economy is challenging the relevance of existing marketing practices, and a radical redesign of the marketing curriculum consistent with the emerging student and business needs of the 21st century is required. To remain relevant to our students and to the ultimate consumers of our output, businesses, the marketing curriculum must evolve with both the changing technological environment and the way marketing is perceived by its own academic architects. After an overview of recent marketing trends, this article describes the need for a fundamental change in the teaching of marketing in today's environment, performs a curriculum audit of existing digital marketing initiatives, and then details a new curriculum reflective of marketing in a digital age and an approach to implement it. Finally, the new major is discussed in the context of specific challenges associated with the new age of marketing. The approach developed here provides other universities a target to serve as one measure of progress toward a curriculum more in tune with the emerging digital environment.

Services account for over 50 percent ($3.6 trillion) of the 1997 gross domestic product for the USA, and more than 25 percent of world trade. However, information technology and the Internet are causing fundamental changes in the economics of service industries as new, network‐based, global e‐commerce business models emerge and begin to dominate. This analysis attempts to isolate the key factors driving the competitive transformation and globalization of the services industries. Highlights how the Internet is changing the level of information asymmetry between the buyer and seller and how this in turn is altering industry profitability.

Recent research has addressed the heterogeneity among MNEs in terms of their tendency to agglomerate. In this paper, we extend the scope of the firm-specific attributes considered to affect this agglomeration tendency by examining product differentiation. We find significant association between product differentiation and the preferences of firms for proximity to other firms in their industry. These findings imply that the value of agglomeration varies for firms pursuing different product differentiation strategies. We propose a conceptualization of product and location differentiations as two related dimensions of MNEs’ strategy. Journal of International Business Studies (2005) 36, 415–434. doi:10.1057/palgrave.jibs.8400151

We examine the extent to which the eclectic paradigm of international production, and its composite theories, can help explain the coming E-commerce revolution. Our findings are that the basic tenets of the paradigm appear to hold well, but the operational application of several of the constituent parts and the context in which they are being considered, need to be redefined in the light of some of the unique characteristics of Internet transport.E-COMMERCE, Ib Theory, Eclectic Paradigm,

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