Building stronger brands through online communities

Authors
McWilliam, G
Citation
G. Mcwilliam, Building stronger brands through online communities, SLOAN MANAG, 41(3), 2000, pp. 43
Citations number
22
Categorie Soggetti
Management
Journal title
SLOAN MANAGEMENT REVIEW
ISSN journal
0019848X → ACNP
Volume
41
Issue
3
Year of publication
2000
Database
ISI
SICI code
0019-848X(200021)41:3<43:BSBTOC>2.0.ZU;2-Y
Abstract
Consumer brand companies need skills new management skills, and brand manag ers must understand outline behavior if they wish to develop strong, sustai nable, and beneficial online communities around their brands.