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This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities.
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Online Brand Communities, Francisco J Martinez-Lopez, Rafael Anaya-Sanchez, Rocio Aguilar-Illescas, Sebastian Molinillo
- Language
- Released
- 2015
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- (Hardcover)
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