So far, classic marketing involves the marketing department and their (integrated) agency. Sometimes, marketing is really clever – think viral marketing – but the only dialogue that takes part is along a predefined feedback channel or, in case of direct marketing, a mechanism for taking orders. Customers are treated as characterised by internal databases.

Marketing textbooks talk a lot about knowing the customer, from market research via behavioural patterns to segmentation and media optimisation. None or few talk about live and visible communication or public dialogue.

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