Virtual Community: A Model of Successful Marketing on the Internet

Virtual Community: A Model of Successful Marketing on the Internet

Carlos Flavian (University of Zaragoza, Spain) and Miguel Guinaliu (University of Zaragoza, Spain)
Copyright: © 2005 |Pages: 17
DOI: 10.4018/978-1-59140-321-0.ch015
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Abstract

The development of commerce on the Internet based on virtual communities has become one of the most successful business models in the world today. In this chapter, we analyze the concept of the virtual community, describe marketing strategy implications and guidelines for its management, and suggest some alternative strategies and technologies which could be used in running a virtual community. Thus, we attempt to discover the potential of virtual communities for an Internet entrepreneur, from a basically practical perspective, without losing sight of the conceptual aspects defining the strategies explained.

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