AIS Electronic Library (AISeL)

Title

The Marketing Scale Effectiveness of Virtual Communities

Authors

Jacques Bughin, McKinsey & Company
Michael Zeisser, McKinsey & Company

Recommended Citation

Bughin, Jacques and Zeisser, Michael, "The Marketing Scale Effectiveness of Virtual Communities" (2001). AMCIS 2001 Proceedings. Paper 292.
http://aisel.aisnet.org/amcis2001/292