management resources for community media

Online Book: Participative Marketing for Local Radio

Participative marketing is a new way of thinking about a timeless concept: marketing is not just something that big corporations do to consumers, but something that everybody does when engaged in purposeful activity. What’s new about the idea of participative marketing is that it sets out to weave a strong web of relationships to help bring people together for a common purpose. If it works properly, there’s no exploitation, but a filling of mutual needs. “Participative marketing” extends the idea of “relationship marketing” to cover all types of communications and social networks. Read the rest of this entry »