Question

today customers have limitless access to facts about companies, products, competitors, other customers, and even detailed elements of marketing plans and strategies. in the context of change drivers impacting the future of marketing, this reflects the shift to product glut and customer shortage, to distinguishing marketing (big m) from marketing (little m), in information power from marketer to customer, to demanding return on marketing investment, in generational values and preferences.

Explanation:

Customers having limitless access to various information means they now hold more power in terms of information compared to marketers. This represents a shift in information - power dynamics.

Answer:

In information power from marketer to customer.