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Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
7 / 1834 |
Essay's paper body
In the research article by Stockdale & Borovicka (2006), a case study of Lonely Planet which the travel publisher has established an online community where members feel a sense of belonging, a shared history and develop ongoing relationships.
By developing online communities, Lonely Planet has a constant flow of information, albeit unstructured and often effusive, and feedback...
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They develop and maintain a high level of loyalty from a substantial community membership that reinforces brand recognition. The opportunities to accumulate customer information and to build customer relationships are extensive. In essence, a business supported online community is an effective tool for Customer Relationship Management (CRM)...
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General points of the essay
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