Finally entertainment is engagement. It attracts and holds attention. The author is interested in how compressing time can be an effective competitive tool in dealing with customers. Conversation in the marketplace is viewed as having changed from a monologue to a dialog. The new marketing technologies are all about a two-way flow of information and collaboration.
Many companies already think of technology as a tool for serving customers more efficiently.
Instant communication raises the expectations of customers, who demand immediate service and instant gratification. Myron Leonard is professor of marketing in the College of Business at Western Carolina University. His research interests include marketing education and services marketing.