Playing the infinite game: marketing in the post-industrial economy

The phenomenon of participating: From apart to win, to playing a part

“…Relationship Marketing (as distinct from Product Marketing) more resembles an infinite game in which the aim is not to win but to keep playing for rewards for all parties. Collins and Murphy (2010) observe that "This grass roots ethos of an infinite game inherently recognises the decentralisation of power, and each individual's ability to co-create the experience, and value, for themselves and others" (p. 349). Peer-topeer communication is highly valued and producers see users as powerful partners able to mobilise and engage in an ongoing brand value partnership.…”