Scott Donaton, "Lost Control: Marketing in the Age of Consumer Empowerment"

HomeMIT Comparative Media Studies/WritingScott Donaton, "Lost Control: Marketing in the Age of Consumer Empowerment"

MIT Comparative Media Studies/WritingScott Donaton, "Lost Control: Marketing in the Age of Consumer Empowerment"

86 min . Oct 10, 2006 . Social Sciences Communication

Scott Donaton, associate publisher and editorial director of the Ad Age Group and author of Madison & Vine talked about why user-empowerment is the key trend in business, and the ways marketers are adapting to it, including the rise of branded entertainment.