Professor John M. McCann
Fuqua School of Business
Duke University
March 13, 1996

In our studies of the Internet and its impact on marketing, we need to be aware of, and understand, the visions being expressed by technologists, journalists, executives and other professionals who are in positions to understand how technologies are evolving and will impact various aspects of society. I read very widely on these topics and when I find a particularly cogent comment, I jot it down so that I can share it with you.

I have used these quotes to identify dozens of trends, termed CyberTrends, that I have classified into several broad classes (technologies, digital dawn, the way we live, the way we work, media, and marketing), and then into trends or topics within each class. The following logic was used to devise the broad classes. Technologies such as microprocessors and fiber optics are the primary change enablers. These technologies are leading to a digital dawn that is giving us the Internet and related products and services. This digital dawn is impacting the media, the way we live, and the way we work. Finally, marketing is changing to accommodate these technology, media, and societal developments.

This relationship is depicted in the following diagram:

The list below contains links to the specific trend documents discussed above.