Internet INFERNO

Hart, Christopher; Blackshaw, Pete
January 2006
Marketing Management;Jan/Feb2006, Vol. 15 Issue 1, p18
Consumer generated media (CGM), like the late 19th century Wild West, is a new frontier. Company leaders--especially marketers--need accurate, insightful, and useful information about how to manage in this rapidly growing and constantly evolving field. This second article in a series about this emerging area focuses on averting the threat of CGM and turning this new source of consumer power into opportunity. INSET: Preventive Assessment.


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