Internet community forums: an untapped resource for consumer marketers

  title={Internet community forums: an untapped resource for consumer marketers},
  author={Dennis A. Pitta and Danielle C. Fowler},
  journal={Journal of Consumer Marketing},
Purpose – To explore an emerging area in internet practice that has implication for consumer marketers.Design/methodology/approach – The paper integrates concepts including a range of recently published (1993‐2004) theoretical works and ongoing case developments in internet practice.Findings – Provides information and action approaches to consumer marketers that may increase the success, providing want‐satisfying market offerings. Outlines the market research benefits of monitoring and… 

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