Losing Control to the Consumer
Abstract/Contents
- Abstract
- With consumer participation through user-generated content, blogs, real time feedback, self-promotion and web-based access, Roberts points out that a new form of marketing, viral marketing, is emerging. Viral marketing reflects a shift in power from traditional manufacturers to consumers who can now control the brand image of the product and troubleshoot on their own.
Description
| Type of resource | moving image |
|---|---|
| Extent | 1 digital video file |
| Place | Stanford (Calif.) |
| Date created | January 17, 2007 |
| Language | English |
| Digital origin | born digital |
| Sound content | sound |
| Color content | color |
Creators/Contributors
| Speaker | Roberts, Janice |
|---|
Subjects
| Subject | Entrepreneurship |
|---|---|
| Subject | Business |
| Genre | Filmed lectures |
Bibliographic information
| Location | https://purl.stanford.edu/wb462fc8580 |
|---|---|
| Location | SC1209 |
| Repository | Stanford University. Libraries. Department of Special Collections and University Archives |
Access conditions
- Use and reproduction
- The materials are open for research use and may be used freely for non-commercial purposes with an attribution. For commercial permission requests, please contact the Stanford University Archives (archivesref@stanford.edu).
- Copyright
- Copyright © 2007 The Board of Trustees of the Leland Stanford Junior University. All rights reserved.
Collection
Stanford Technology Ventures Program, Entrepreneurial Thought Leaders Seminar, videorecordings
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