The Nature of Marketing: Marketing to the Swarm as well as the Herd

Brymer, C.

The Nature of Marketing describes the power of social and consumer networking, and demonstrates the tangible benefits of building brand experiences that leverage this phenomena. In order to build sustainable desire and create demand, brands must be able to exert influence among these new kinds of community.

Details

Published by: Palgrave Macmillan

Publication Date: 2008-11-14

Format: Hardcover

ISBN-13: 9780230203365

DOI: 10.1057/9780230227231

Dimensions: 235cm x155cm

Pages: 205