TITLE

The Village Voice

AUTHOR(S)
Hanssens, Dominique M.; Taylor, Earl L.
PUB. DATE
March 2007
SOURCE
Marketing Management;Mar/Apr2007, Vol. 16 Issue 2, p25
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article focuses on communities of customers, and how they are creating challenges and opportunities for marketers. Research done on the subject by the Marketing Science Institute in Cambridge, Massachusetts is discussed. Customers are increasingly connected to suppliers, competitors, third-party information providers, and to each other, creating a changed marketing landscape. Topics of relevance to marketers include connecting innovation with growth, connecting customers with companies, and connecting metrics with marketing strategy. Companies are looking for ways to strengthen customer loyalty, and are aligning themselves with consumers' interests.
ACCESSION #
24990949

 

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