The digital revolution. as exemplified by the Internet and electronic commerce, has shaken marketing practices in their core. (1) In a recent paper, Wharton’s Jerry Wind, director of the SEI Center for Advanced Studies in Management, and author Vijay Mahajan, (2) a marketing professor at the College of Business Administration of the University of Texas at Austin, examines the impact of digital (3) marketing on concepts like pricing, when customers can propose their own prices, or buyers and sellers can haggle independent in auctions. (4) The paper provides an overview of some of the emerging realties and new rules of marketing in a digital world, and outlines the new (5) discipline of marketing may look like in the early part of the new century. To begin with, say the authors, the rapid-fire growth of the Internet is helping to drive changes. "It is not just our computers which are being (6) reprogrammed; it is customers themselves," says Wind. "These emerging cyber consumers are like an alien race that have landed in the midst (7) of our markets. They have different expectations and different relationships with companies from that they purchase products and services. " (8) Cyber consumers expect to be able to customize everything-from the products and services they buy and the information they seek, the price (9) they are willing to pay. And with digital technology open new channels (10) for gaining information, they are more knowledgeable and demanding than previous consumers.