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Social Marketing: How Companies Are Generating Value from Customer Input
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******************************** Social Marketing: How Companies Are Generating Value from Customer Input http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1864 Fansumers, viral videos and social computing -- these are just some of the many buzzwords pinging around the marketing world today. While making sense of them isn't easy, the concept behind them is clear: Online technologies allow customers to communicate in new ways with one another, and companies must decide whether to ignore, co-opt or dive into these new waters of interactivity. "Consumers want to feel they are being heard, and they love having an impact on the future development of products," says one Wharton professor. "To the extent that they can air grievances, or understand the company's position, that can be beneficial for the company itself."
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