Examination of today’s new empowered consumers, their drive towards collaborative consumption, and where this provides commercial opportunities for marketing.
Read moreHeritage brands in social media and new marketing paradigm - Kodak and Fujifilm’s experiences
A paper on how Fujifilm and Kodak coped with social media development and why Kodak went bankrupt and Fujifilm did not
Read moreGamification as an approach to meet the new customer in the Web 2.0 era
New channels and emerging technologies facilitate the access and sharing of information, resulting in a power-shift towards the consumer (Christodoulides, 2009). Those empowered consumers decide for themselves where, how and which voices to hear (Winer, 2009). Thus, the hitherto prevailing paradigm of push-marketing has been replaced by pull-marketing.
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