Resumen
The article focuses on the impact of I-way, information superhighway, on marketing information service. Its impact is rapidly transcending the traditional distribution channel functions, providing access to geographically diverse communities and customer groups. Companies that generate, collect, process, and market information about transactions and customers in distinct markets, both "virtual" and "real," are the focus of this article. The impact of the I-Way on the marketing information/research industry can be viewed from two perspectives-a process orientation and a content orientation. It is clear that there is no real danger of the marketing information market turning into a "commodity" market. There is strong incentive for the supplier, the intermediary, and the customer to adhere to intellectual property rights, as any violation would essentially kill the market. Also, the importance of reputation will safeguard against the growth of fly-by-night operators who may supply products of low quality or reliability. INSETS: Market for "Lemons"; "Goodies" in Exchange for Consumer Information; Keeping Tabs on Electronic Commerce.