Saylor URL: http://www.saylor.org/books Saylor.orgthe products and services they receive would be necessary. But JCPenney is an excellent example of
how a firm can use the Internet and other technology to engage its customers and provide them with
more control over the products and marketing communications they receive.Audio Clip
Interview with Laura Carroshttp://app.wistia.com/embed/medias/376e05324b
Listen to an interview with Laura Carros, a JCPenney executive responsible for many of the company’s
customer initiatives.[1] Girish Ramani and V. Kumar, “Interaction Orientation and Firm Performance,” Journal of Marketing 72, no. 1
(2008): 27 –41.14.1 Customer Communities
LEARNING OBJECTIVES
- Understand strategies involving online and personal forms of influencer marketing.
- Relate influencer marketing to other forms of social communities and marketing strategies.
If you are about to buy a new high-definition television, where do you go to learn about which one is best?
Like many buyers, you probably turn to the Internet and visit sites such as Epinions.com or
ConsumerSearch.com. Do you want to learn about the products of a specific retailer? More than 4,700
JCPenney products have been reviewed on Epinions.