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Losing Control to the Consumer January 17, 2007
Janice Roberts  Entrepreneurial Thought Leaders Lecture
Views: 2714
Creative Commons License
With consumer participation through user-generated content, blogs, real time feedback, self-promotion and web-based access, Roberts points out that a new form of marketing, viral marketing, is emerging. Viral marketing reflects a shift in power from traditional manufacturers to consumers who can now control the brand image of the product and troubleshoot on their own.  

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