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Online Brand Communities

Overview of attention for book
Cover of 'Online Brand Communities'

Table of Contents

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    Book Overview
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    Chapter 1 Introduction
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    Chapter 2 Evolution of the Web
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    Chapter 3 Foundations and Structure of the Social Web
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    Chapter 4 Utility of the Social Web for Business
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    Chapter 5 Evolution of the Marketing Mind-Set and the Value-Creation Process
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    Chapter 6 Brand and Social Web
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    Chapter 7 Conceptual Approach to Community, Virtual Community and Online Brand Community
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    Chapter 8 Types of Virtual Communities and Virtual Brand Communities
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    Chapter 9 Consumers’ Motivations to Participate in Virtual Brand Communities
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    Chapter 10 Factors Influencing Members’ Engagement with Virtual Brand Communities
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    Chapter 11 Value Creation in Virtual Brand Communities
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    Chapter 12 Creating and Developing Virtual Brand Communities: Some Practical Guidelines
Attention for Chapter 5: Evolution of the Marketing Mind-Set and the Value-Creation Process
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