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Research Note: The New Economics of Marketing
November 25, 2007 |
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Umair quoting ad:tech panel description: "...Brand nation is about marketers to get loyal customers to be citizens of their brand nation regardless of global boundaries." He goes on to explain, "From an economic point of view, it's exactly the opposite: connected consumers (sometimes, in those rare instances that firms actually do something cool and create value) want firms to be citizens of their microcultures." Nice and succinct . . .
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