상세정보

"Net Gain" identifies where the next level of value lies on the Internet and lays out the first economic model to quantify the revenue potential and the investment required to build a successful virtual community. From the offerings of commercial online services, such as the Motley Fool Investment group to Internet communities of book lovers, "Net Gain" offers a multitude of real-world scenarios and lessons for building value and creating competitive edge. The authors clearly show that in order to compete in the online economy, you must establish an entirely new approach to product development, marketing, customer service, and distribution, and rethink your company's relationships to customers, suppliers, and competitors. And, they show you how to do it.

정보제공 :

CONTENTS
preface = ⅸ
PART Ⅰ the real value of virtual communities
 chapter 1 the race belongs to the swift = 2
 chapter 2 reversing markets : how customers gain = 16
 chapter 3 the new economics of virtual communities = 41
 chapter 4 the shape of things to come = 82
PART Ⅱ building a virtual community
 chapter 5 choosing the way in = 112
 chapter 6 laying the foundation : getting to critical mass = 131
 chapter 7 the gardener's touch : managing organic growth = 150
 chapter 8 equipping the community : choosing the right technology = 171
PART Ⅲ positioning to win the broader game
 chapter 9 rethinking functional management = 186
 chapter 10 reshaping markets and organizations = 203
management agenda = 217
further reading = 221
index = 225