Of course, social media networks and new location-based services such as FourSquare and Facebook Places make it easier than ever before for brands to apply strategy to collaborative community marketing.
The business of marketing is becoming vastly more important to business success over the past few years, particularly when marketing and sales are collaborative.
To understand the marketing implications of this collaborative consumption trend, our Campbell Mithun team both talked to marketers on the sharing front lines and conducted a quantitative consumer survey for insights about consumer attitudes.