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When Marketing and Communication face the wisdom of crowds

In brief : communication and marketing often feel helpless as the malleable mass becomes a wise crowd able to support or thwart their plans. Businesses must learn to put their ecosystem under a positive tension, what means understanding new levers and adopting postures that are not natural to them. I've been waiting for years for my friend Alexis Mons to "commit" a book. In the digital universe some can anticipate trends, others analyze them and others put them at work. Few can do all of this and Alexis is a...