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In platform ecosystems, value isn’t delivered—it’s co-created. This is a profound shift from the traditional marketing playbook where the goal was to move a customer through a linear journey towards purchase. Today, in multi-actor environments, the marketer’s role is no longer to simply convert, it’s to catalyse.

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Marketing Leaders as Drivers of Co-Creation

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  • 发表日期：

    2026年

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  • Leeya Hendricks

摘要

In platform ecosystems, value isn’t delivered—it’s co-created. This is a profound shift from the traditional marketing playbook where the goal was to move a customer through a linear journey towards purchase. Today, in multi-actor environments, the marketer’s role is no longer to simply convert, it’s to catalyse.