Expert commentary examines market expansion via virtual communities, highlighting fundamental shifts in business models and marketing strategies.
What are virtual communities? How do they operate? How can they help expand markets, increase visibility, and improve profitability? What effects have they had on business models and marketing strategies? John Hagel discussed these issues in his keynote speech at the Direct Marketing Association's 1998 net.marketing Conference held April 1998.
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John Hagel (1999) studied this question.
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