Consumers are developing, rather than simply using up advertisements. The effects for senior executives, marketers, and brands are not insignificant. Marketing was traditionally air to consumers that are comparatively passive and generated by, or on behalf of, the company. With the ascending of digital media, the Internet, and media software that was cost-effective, considerable creative and distributive power was handed to the consumer.
Liberated from the exclusive control of the business, advertisements express a multitude of distinct voices. It develop a model for the a range of strategic positions a company can adopt in response to this phenomenon so that supervisors can anticipate and thereby cope more efficiently with some of the extreme effects of advertising that is liberated.
PUBLICATION DATE: August 01, 2008 PRODUCT #: CMR401-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
