TITLE

POWER to the People

AUTHOR(S)
Tsai, Jessica
PUB. DATE
December 2007
SOURCE
CRM Magazine;Dec2007, Vol. 11 Issue 12, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the emergence of consumers as key players in marketing in an era where they can control the message generated through various channels, including the Internet. In a Forrest Research study, consumers find their own voices heard by preferring to listen to each other, a practice crystallized in online user-generated content (UGC). UGC are feedbacks on company sites, postings on forum and message boards, and blogs. INSETS: NO ONE LIKES A TATTLETALE;THE FACE OF THE BRAND.
ACCESSION #
27747985

 

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