Net Gain: Expanding Markets Through Virtual Communities - Hagel, John; Armstrong, Arthur (Boston Harvard Business Review Press, 1997)
Pt. I. the real value of virtual communities. Ch. 1. the race belongs to the swift. Ch. 2. reversing markets: how customers gain. Ch. 3. the new economics of virtual communities. Ch. 4. the shape of things to come Pt. II. building a virtual community. Ch. 5. choosing the way in. Ch. 6. laying the foundation: getting to critical mass. Ch. 7. the gardener's touch: managing organic growth. Ch. 8. equipping the community: choosing the right technology Pt. III. positioning to win the broader game. Ch. 9. rethinking functional management. Ch. 10. reshaping markets and organizations management agenda.
Keywords: Customer Relation; Internet Marketing; Virtual Communities