Marketing in the Participation Age

Marketing in the Participation Age

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Middleton, Daina John Wiley & Sons, Inc., 2013 Audio summary available
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IN THIS SUMMARY

With the advent of the Internet, mobile devices, and other technologies, people want to participate and build relationships more than ever before. Since participation is a central theme in consumers’ lives, savvy marketers are recognizing that they need to understand how to harness participation and use it to their companies’ advantage. In Marketing in the Participation Age, Daina Middleton describes how marketers must rethink the basics and embrace new approaches to marketing. Her framework, called the Participation Way, offers new ways to motivate consumers to take action.