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The Nature of Marketing describes the power of social and consumer networking, and demonstrates the tangible benefits of building brand experiences that leverage this phenomena. In order to build sustainable desire and create demand, brands must be able to exert influence among these new kinds of community.

Nature of Marketing

Introduction The Power of One and the Power of Many The Anatomy of the Digital Community Welcome to the Age of Reference, Not Deference Why Speed is the New Big The First Law of Engaging a Community: Conviction The Second Law of Engaging a Community: Collaboration The Third Law of Engaging a Community: Creativity Attracting the Swarm The Cheif Community Officer: A New Agent for your Brand A Blueprint for a Consumer-Driven Society