Rowley, Jennifer; Kupiec‐Teahan, Beata; Leeming, Edward - In: Marketing Intelligence & Planning 25 (2007) 2, pp. 136-146
Purpose – This paper aims to provide insights into the development and management of a customer community, informing product innovation and engaging customers in co‐creation of a consumption experience. Design/methodology/approach – A review of the state of current knowledge about...