= a economy that becomes centered around relations, not mass communication through advertizing
"Transactions are the by-products of healthy relationships.
The global economy is shifting from a mass media, consumer mass-marketing model to one that is far more emergent and decentralized. The involuntary loyalty of "sticky" services is falling victim to the far preferable voluntary loyalty won through responsiveness, quality, excellent service, reliability and trustworthiness." (http://www.deborahschultz.com/deblog/2007/04/creativity_and_.html)
Key Books to Read
- Scott Allen, Jay Deragon et al: The Emergence of the Relationship Economy