Product details

The notion of community has been at the heart of the Internet since its early days, when scientists used it to share data, collaborate on research, and exchange messages. But how can businesses best use its community-building capabilities? Not merely by putting their products or services on-line, the authors contend. Real value will come from providing people with the ability to interact with one another--from satisfying their multiple social needs as well as their commercial needs. Companies that create strong on-line communities will command customer loyalty to a degree hitherto undreamed of and consequently, will generate strong economic returns. The authors present four different types of community: communities of transaction, interest, fantasy, and relationship.