The Village Voice

Hanssens, Dominique M.; Taylor, Earl L.
March 2007
Marketing Management;Mar/Apr2007, Vol. 16 Issue 2, p25
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.


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