Prosumerism and Brand: Interaction within the Integrated Marketing Communications System

Student: Dombrovska E`va

Faculty: School of Integrated Communications

Educational Programme: Specialist

Year of Graduation: 2014

This paper reviews the phenomenon of prosumerism in the era of an innovative society formation. The author analyzes systems of communicative interaction between brand ans new type of consumer in the conditions of information technology and Web 2.0. development.

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