... "The growing influence and range of social activities of virtual communities of consumption add nuance to the marketer's existing understanding of consumer behaviour and marketing suggesting additional considerations for strategizing and decision-making. Relationship marketing is an extremely influential model guiding marketing practice. "
"The Strategic Implications of Virtual Communities of Consumption" is about virtual communities and marketing in a paper from Robert V. Kozinets. In 1999 he was an assistant Professor of Marketing at the Kellogg School of Management and got the full paper published in the European Management Journal, which can be downloaded still here (in PDF).
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