oa Journal of Marketing - Crowdsourcing : the end of marketing research?

Volume 2010, Issue 08
  • ISSN : 1811-9565



The term 'crowdsourcing' was first introduced by Jeff Howe in 2004 to describe the act of a company or institution taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call.

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