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| Author: | Roberts, D. Baker, S. Walker, D. |
| Title: | Can we learn together? Co-creating with consumers |
| Journal: | International Journal of Market Research
2005 : VOL. 47:4, p. 407-427 |
| Index terms: | Customers Innovation Marketing Marketing profitability |
| Language: | eng |
| Abstract: | Nowadays there is an increasing need for including the consumer as a co-developer in the marketing process to make it more functional. This article explores a new approach to actively engaging the consumer in the marketing process. The writes conclude by reflecting on the impact of this co-development approach for the innovation process, marketers and the role of service agencies. |
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