Year
1995
Authors
PRAS Bernard, TIXIER M.
Abstract
In the multimedia sector, power relationships are unstable and a new phenomenon, upstream direct marketing, is emerging. The latter is direct marketing from the consumer to the producer. This article analyses technological, structural and power issues associated with this evolution.
TIXIER, M. et PRAS, B. (1995). Le marketing inversé : interactivité, structure et pouvoir. Décisions Marketing, pp. 7-19.