Abstract
Science fiction literature is known for not only describing unknown worlds, but also for presenting worlds alternative to those real, and for predicting, if not directly shaping the future. These observations have been often illustrated by the writings of William Gibson. In a series of novels beginning with Pattern Recognition (2003), he described a world of digital commerce and digital marketing that seems to be portraying present developments in the global economy. This article presents his insights and sets them in a context of contemporary marketing research.
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