The companies that rise to the top in the world of Internet marketing, Urban believes, will be trust generators selling products that deliver the best value in a complete, unbiased, competitive comparison. “Customers just don’t have to take it anymore,” he observes. “That is the paradigm shift. We will look back and say, ‘The year 2000 was the year of the paradigm shift from push marketing to trust-based marketing.’ That is my prediction.”
Urban contends that his theory is not just a marketing concept, but an interdisciplinary concept, a philosophical concept, and a behavioral concept. And he believes that the spirit of trust-based marketing may eventually influence the internal corporate culture.