This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the found

An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual c

For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The appl

To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their custo

This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a