Business Intelligence

Collaboration As Marketing

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Executive Summary

The old way of thinking about marketing was to create a product and then figure out how to market it. Hence, marketing as a separate department. In the past few years, however, a dramatic shift has occurred as the Internet and the rise of social networking have rapidly expanded the tool kit available to marketers, and everyone else, for that matter. These new levels of connectivity have vastly increased our ability to broadcast our objectives in the early phases of product development, road-testing ideas and gathering valuable feedback while simultaneously engaging people in the process and building a primed word-of-mouth network.

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