The changing relationships between producers and consumers

XV.4 July + August 2008
Page: 22
Digital Citation

FEATUREMashing up the marketing mix


Authors:
Michael Graber

A driven, busy 50-year-old executive turned me into a werewolf. A renowned product designer poked one of my friends. I lost a movie-trivia quiz to the former CEO of a global marketing holding company. Welcome to the business side of Facebook¬ówhere a little play releases stress, where thought leaders plug into industry-wide forums, and where deepening client relationships and attracting talent happen as a byproduct of having fun. Meanwhile, over on Second Life, leading consumer-focused and business-to-business companies are spending energy and money running virtual organizations. Their new existence is rooted in delight. Notice the verbs in the set…




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