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Mainwaring, a marketing consultant and advertising creative director, presents this ambitious work on the future of consumer marketing and corporate capitalism. Working from the premise that social media such as Facebook and Twitter has fundamentally changed the relationship between brands and consumers, the work argues that the seamless integration of consumer culture into a broader cultural apparatus allows consumers to influence corporate responsibility and forces corporations that wish to take advantage of the power of social media to respond as partners to the political will of their customers. The volume discusses the background of the current social media marketing scene and provides practical advice, as well as real world case studies, for adapting corporate practices to build profitable and socially responsible business practices. Notes, sidebars and chapter summaries are provided. Annotation ?2011 Book News, Inc., Portland, OR (booknews.com.