They proclaim that, thanks to conversations taking place on Web sites & message boards & in e-mail & chat rooms, employees & customers alike have found voices that undermine the traditional command & control hierarchy that organizes most corporate marketing groups. "Markets are conversations," the authors write & those conversations are "getting smarter faster than most companies." In their view, the lowly customer service rep wields far more power & influence in today's marketplace than the well-oiled front office PR machine… (more)
The Internet and World Wide Web have spawned hundreds of books, boxcars of verbiage. The Net changes everything. Or so the cliche goes. But most of this analysis has been extremely insular, looking at the dynamics of the online world as a class of phenomena until itself. While it's true that global networks are catalysts of change, it's even more critical to see them as responses to a world that was already changing when they arrived on the scene.