Collins

Clothing industries have used the tactic of creating scarcity to drive up demand for such products as a T-shirt or a pair of ultimately disposable sneakers. Giving something that could have been mass-produced an element of uniqueness can have the same effect. … Marketers can add individual flavor to what they are selling to make consumers want it with abandon. —excerpted from “Punk Marketing,” (Collins, March 2007, $25.95) by Richard Laermer and Mark Simmons; for more, www.harpercollins.com

Opinions from consumers are no longer consigned to the suggestion box. Like it or not, they are broadcast on blogs and podcast sites, by lovers and fiends alike. Rather than pretend it ain’t so, Flo, corporate entities must embrace feedback—don’t be so sensitive—to demonstrate they can listen, are listening, and doing something about it. —excerpted from “Punk Marketing,” (Collins, March 2007, $25.95) by Richard Laermer and Mark Simmons; for more, www.harpercollins.com

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