6
Involvement
In olden times (say, ten years ago) a company would make a great product, set a tempting price, tell the people most likely to be interested all about it, and sell the product. It was so simple back then. Control over nearly every aspect of the transaction was in the hands of the company—except for the decision to buy. Consumers sat back and let the experts do the driving. If the offer came together in a way that pleased them, they purchased.
Today, people are willing to be involved in every aspect of that process—from what's made, to how it's produced, to where it's sold. They are willing to engage in promoting and even selling it themselves. Many even insist on this level of involvement.
NEW-SCHOOL MARKETING
This shift is occurring ...
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