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Les communautés virtuelles : un potentiel marketing encore peu exploré

Author

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  • Oliviane Brodin

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

Abstract

Cet article se propose d'explorer les relations que les entreprises peuvent instaurer avec des communautés virtuelles. Il présente les raisons majeures de l'intérêt que l'on peut porter à ces communautés et montre qu'une meilleure connaissance de leur variété est un préalable à toute forme de marketing communautaire. Trois choix s'offrent aux entreprises : observer certaines communautés, établir un marketing relationnel avec des communautés virtuelles de consommation ou encore créer un site Web communautaire. Si l'on assiste aujourd'hui en France à l'essor de sites communautaires, il semble que l'observation et la relation avec des communautés existantes soient encore peu utilisées.

Suggested Citation

  • Oliviane Brodin, 2000. "Les communautés virtuelles : un potentiel marketing encore peu exploré," Post-Print halshs-02920339, HAL.
  • Handle: RePEc:hal:journl:halshs-02920339
    DOI: 10.7193/DM.021.47.56
    as

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