"A customer is not dependent on us. We are dependent on him/her. He/She is not an outsider in our business. He/She is part of it." There is no doubt that the digital revolution has changed consumer behaviour. The exchange between consumers and marketers hasbecome highly dynamic, interactive and participative. Discuss.

This is an essay based on scholarly journal article research, theory and critical evaluation/synthesis (not mere description). You must support your answer with a minimum of 10 journal articles (can be peer reviewed or otherwise but must be from sources classified as Journals).

The investigative essay must fulfill:

Insightful and comprehensive identification and discussion of key scholarly literature concerning the specialist marketing topic.

• Advanced understanding and integration of the relevant marketing theory.

• Advanced capacity to use insights to critically appraise literature, draws well-supported conclusions.

• The work has been written, referenced and presented to an exemplary academic standard, and presents a compelling and effective argument/discussion.