WHEN CONSUMERS CAN assess their likely experience, without having to rely on often-unreliable proxies such as brand names and prior experience or marketers’ advertising messages everything changes. Marketing as we know it is not needed anymore. Yet most people think about marketing and business using the same old concepts. While textbooks have added references to the Internet, and many books have been written about social media, the presumed critical roles of branding, loyalty, positioning, and other principles of marketing have not changed.

As we conclude the book, we’d like to make a few final comments about the shape of things to come and illustrate how particular managerial practices might be revised to ...

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