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THE LEADING QUESTION: • How can companies manage their brand communities effectively? FINDINGS: • Setting up and managing a brand community of customers is a potentially powerful marketing program for companies in the current harsh economic climate. • Many company-run brand communities...
Persistent link: https://www.econbiz.de/10014200599
This paper explains how companies can manage their brand communities effectively. The findings reported in this paper are based on a four-year long project involving the study of company managed and enthusiast-run communities. During that time, 200 brand community managers of company-managed and...
Persistent link: https://www.econbiz.de/10012905878
Persistent link: https://www.econbiz.de/10009245008
Persistent link: https://www.econbiz.de/10012007541
The main goal of this research is to analyze Italian tourists' behaviors on the basis of statistical surveys on households, life conditions, incomes, consumptions, travels and vacation. Rough Sets Theory, a Data Mining technique that can easily manage also categorical variables, is suitable for...
Persistent link: https://www.econbiz.de/10014039794