The Role of Business in a Market Community

by Chris Kenton on February 12, 2007

I’ve finally posted something I’ve been thinking about for a long, long time. A lot of people are talking about the impact of social media on business, and how it forces businesses to play a role as a member of a market community, rather than simply trying to build a fawning circle of customers. The effectiveness of one-way, broadcast communications is changed dramatically in a world where customers have the ability to dialog and compare what you say with what you do. But I’ve been interested in how this actually fits within the historical context of business evolution over centuries. I finally put my thoughts and research down in this post at Unica’s Marketing Consortium. I’m interested in hearing your ideas and feedback. Check it out and weigh in.

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