Keywords: Prosumer
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Journal Articles
Journal of Historical Research in Marketing (2017) 9 (1): 34–40.
Published: 20 February 2017
...George Ritzer Purpose The purpose of this paper is to address the concern for prosumption, created by Alvin Toffler’s work, and its fusion with Marx’s ideas to create the view that the people now live in an era of prosumer (rather than producer or consumer) capitalism. As a social theorist...

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