TY  - BOOK
AU  - Hagel,John, III
AU  - Armstrong,Arthur G.
TI  - Net gain: : expanding markets through virtual communities
SN  - 0875847595
U1  - 658.800285 
PY  - 1997///]
CY  - Boston, Massachusetts
PB  - Harvard Business School Press
KW  - Internet marketing
KW  - Customer relations
N1  - Includes bibliographical references (pages 221-224) and index; Part I. The real value of virtual communities; The race belongs to the swift; Reversing markets: how customers gain; The new economics of virtual communities; The shape of things to come
; Part II. Building a virtual community; Choosing the way in; Laying the foundation: getting to critical mass; The gardener's touch: managing organic growth; Equipping the community: choosing the right technology
; Part III. Positioning to win the broader game; Rethinking functional management; Reshaping markets and organizations management agenda
ER  -