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...Introduction how has marketing changed is the activity set of institutions and processes for creating communicating delivering exchanging offerings that have value customers clients partners society at large american association website a focus on markets what they are constituted or shaped service dominant view moving from an output goods centred to process here conceptualised as doing something with another party thus always dynamic collaborative consumers huge strides in computing technology mean increasingly informed because networked globally consumer co creation this movement identifies places reciprocal relationship organisation which empower not only through operation extra knowledge regarding products services but also ability connect like minded others share experiences online brand communities routinely involved product design workshops competitions sustainability trend simultaneously economic political cultural philosophic technological nature vast scope reflects milieu its...