oa Journal of Marketing - It's about what you do, not what you say : and we're off...

Volume 2012, Issue 04
  • ISSN : 1811-9565



Consumers are social beings; consumers desire meaningful interaction; control has shifted; brand loyalty can no longer be taken for granted. It's only April and already I'm tired of hearing these same mantras over and over again - mantras that, while true, aren't exactly new. Even more tiresome is the fact that despite hearing new theories constantly, marketers still see consumers as one-dimensional and are still implementing practices of yesterday and expecting different outcomes.

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