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In fact, they likely will disappear. Sealey argues that the three major elements required creating the e-commerce marketplace (bandwidth, storage and processing power) soon will be given the current technological developments and rapidly declining costs, for all intents and purposes, free to the consumer. When that happens, Peter says, the traditional marketer-driven, marketer-controlled marketplace will be severely challenged. In fact, Sealey makes the case that both the marketplace and marketing communication as we have known them for the past 50 years or so likely will simply disappear. Disappear! And, when that marketplace disappears, many of the traditional plans, programs and promotions skilled at developing in the past probably will become out of date...
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