Some Changes in Information Technology Affecting Marketing in the Year 2000

by Paul Baran

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Text of a presentation to the American Marketing Association, predicting changes in communications media by the year 2000 and their effects on marketing. Cost considerations in marketing distribution will encourage major innovations through the use of computer systems. Large-screen, color, person-to-person TV communication will be available well before the year 2000. Coupled to a huge automated information storage and processing base, and equipped with push buttons, the screen and computer will restructure merchandising concepts. Shopping will be done at home via TV display. Consumers will be able to select items and compare advertising claims more rationally than today. The "serendipity" or "impulse buying" effect can be maintained by an extra TV selector that will provide randomness in selection to any degree desired, duplicating the behavior of individual buyers in conventional shopping.

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