Person-to-Person Marketing: The Emergence of The New Consumer Web
نویسنده
چکیده
We propose a new form of marketing called, person-to-person(p2p) marketing. This is characterized by three elements-consumer collectives (both private social networks and public communities) conducting tasks usually performed by firms, diminished firm control on the marketing process and customer empowerment due to the end of isolation. We see the impact of consumer collectives in virtually all marketing processes-product development(e.g. feedback(e.g. eComplaints). Our main objective in this paper is to identify P2P marketing as a major event in the marketing landscape and to place its impact in the context of the literature.
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