Who says that consumers know best?

by Marc Nohr, the managing partner of Kitcatt Nohr Alexander Shaw, Marketing Direct 05-Feb-08

You can't come across a marketing magazine or agency pitch these days without talk of "co-creation". Though the term has its roots in Alvin Tofler's idea in 1979 of the Prosumer (a contraction of Producer and Consumer), it has become achingly hip in recent months. And as direct marketers it's right up our street - redolent as it is of the concepts of customer-centricity, interactivity and dialogue that lie at the heart of DM.