In a co-creative process, many people come together, interacting with one another, sharing ideas and experiences, and affecting the growth and insight and ideas of everybody else in the group. Marketers are inviting their customers to take part in the creative process Commercials, print ads, tag-lines and a lot more communication elements are being produced by the very audience they’re intended for and, at first glance, it somewhat appears that many functions within the larger marketing community are becoming rapidly obsolete.
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http://www.associationofmarketing.org/articles/view.php?article_id=6975
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