Community Marketing

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The concept of using communites to foster sales of aproduct or service is nothing new - but newcommunication tools opened the door for bettertargeting and therefore higher efficiency in thisform of marketing. The more emotions the product orservice marketed causes, the more a community reactsto it. Holidays, or tourism in general, causewithout a doubt a variety of emotions - whichmakes it predestinated for the usage of CommunityMarketing. This book describes the different forms, background and effects of Community Marketing ingeneral and the usage for tourism marketing in specific.