Pires, Guilherme D.; Stanton, John; Rita, Paulo - In: European Journal of Marketing 40 (2006) 9/10, pp. 936-949
Purpose – Arguing that increasing use of information and communication technologies (ICT) is shifting market power from suppliers to consumers, the ensuing consumer empowerment is presented as an unintended consequence of marketing. Marketing implications arising from this consumer empowerment...
