Online Brand Communities

This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities.

Aceasta carte prezinta si analizeaza conceptul de comunitati de brand online, un subiect emergent si interesant in marketing si comert electronic. Pe aceasta baza, cartea prezinta apoi o analiza detaliata a comunitatilor de brand online, examinand conceptul de comunitate virtuala cu un accent specific pe comunitatile virtuale de brand.