" A customer is not dependent on us. We are dependent on him/her. He/She is not an outsider in our business. He/She is part of it." There is no doubt that the digital revolution has changed consumer behaviour. The exchange between consumers and marketers has become highly dynamic, interactive and participative. Discuss. This is an essay based on scholarly journal article research, theory and critical evaluation/ synthesis (not mere description). You must support your answer with a minimum of 6 journal articles (can be peer reviewed or otherwise but must be from sources classified as Journals). The essays upper word limit is 2,500 words. There is no minimum word limit. The upper word limit is strict. NB. The word limit does not include; title page/cover page, sub-headings, reference list (it does include in-text citations), appendix. Notes: • A minimum of 6 journal articles. Penalty of 20/100 marks applied if this criteria is not met. • Full Harvard author-date referencing is required (in-text citations, and reference list). • Exceeding the word limit will lead to a deduction of 10/100 marks. This Assessment Task relates to the following Learning Outcomes: • Identify, understand, and articulate a range of influences on consumer behaviour. • Critically analyse, discuss, evaluate and integrate the theoretical literature to create a coherent and theoretically rigorous argument. • Critically evaluate and reflect upon specific marketing decisions and marketing strategies through the use of applied questions.