Introducing a Relationship Marketing perspective in the measurement of Online Community success
AbstractA relationship marketing perspective is missed in measuring the success of online communities. Scope of this paper is to introduce a relationship marketing perspective in the definition of Key Performance Indicators (KPIs) for measuring the success of online communities. Online communities could be a marketing tool for strengthening customer relationships.
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Bibliographic InfoPaper provided by Department of Research, Ipag Business School in its series Working Papers with number 2014-191.
Length: 8 pages
Date of creation: 25 Feb 2014
Date of revision:
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