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The Network Always Wins by Peter Hinssen

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CHAPTER 5

WHEN MARKETS STOP BEING MARKETS

The ability to dictate the conversation with the consumer is fading quickly. Markets have transformed themselves into networks of intelligence, which follow different rules and observe different behavioral patterns.

Marketers have long relied on technology to help them reach consumers more efficiently and exert control over markets. But now technology is changing the rules for how those customers can be reached—and making control impossible. To survive, marketers must learn how to influence information networks, a process that begins with earning trust.

Marketing has always had a curious and intertwined relationship with technology. Whenever there has been an innovative surge of technology, marketing ...

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