With the "first screen" the television, companies sent ads directly into consumers' living rooms.  The "second screen" the personal computer, increased interaction between companies and consumers and also allowed for customer feedback. The "third screen" the mobile device, changes the game yet again. Now, in The Third Screen, bestselling author  Chuck Martin explains how the smartphone is redefining the role of the consumer, clarifying how marketers must do more than mass advertising and hope for the best: they must interact on the customers' terms.

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