Measuring the impact of informational democracy on consumer power: a new application for an old tool

Some authors are announcing the dawn of informational era marketing, where the consumer acquires real negotiating power based on access to information that is complete, up to the minute and unbiased.
  

Measuring the Impact of Informational Democracy on Consumer Power: A New Application for an Old Tool

Jose M. Barrutia and Jon CharterinaUniversity of the Basque Country

BUILDING A CONCEPTUAL FRAMEWORK: THE 'GET' AND 'GIVE' CONSUMER TRADE-OFF AND...