Outside Innovation
I am currently reading the Outside Innovation - How Your Customers will Co-Design Your Company’s Future. This book so far is an excellent primer on the shift from inside out to outside in marketing that is currently taking place in within the digital and iteractive Internet space. MediaPost recently quoted
“Marketers will abandon their historic ‘command and control’ model of brand building in favor of a truly interactive dialogue with consumers. Recognizing that consumers now have the power to control how, when and where they interact with advertisers, brand marketers will radically reinvent their approaches, putting the consumer in the driver’s seat and unleashing a tsunami of interactive campaigns across all media forms.”
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