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This chapter covers a diverse range of alternative methods for capturing deep major account insights online. Increasingly in the twenty first century, B2B decision-makers remain abreast of industry innovations and product information through participation in online communities. Through using social mobile technologies businesses exchange product and service experiences online amongst peers not just vendor organisations. A key aspect of this chapter shares rationale for selection of a marketing versus research community, community objectives, online techniques to gain major account insights using big data, resourcing, integration with existing marketing systems and budgeting for ongoing maintenance of marketing communities supporting B2B sales and marketing initiatives. This chapter focuses on the emerging area of B2B sales activities for creation and management of online communities for Major Account management of energy supply customers. A case-based research strategy specifically honed towards sensemaking of major account activities through using B2B online communities in conjunction with emerging research methods is outlined and critiqued.

This study aims to investigate the attitude and effects that community residents perceive the development of community market as a tourist attraction. The study examines the moderating role of the stages of the community life cycle, particularly the consolidation and stagnation stages, on the perceived tourism impacts concerning the community well-being.

Structural equation modelling using partial least squares analysis has been used in this study. This study has collected the responses from 852 respondents who are the residents of the 10 community markets in Thailand.

The key findings reveal that under the context of community markets, the economic factor, cultural factor and attitude of residents towards community market development have strong influences on community well-being, while the environmental factor does not show influence. Moreover, a deeper investigation on the stages of community development reveals various emphases on their impacts on the community well-being. The residents of the markets under the consolidation (early maturity) stage perceive the economic and cultural impacts to have more influence on well-being than the other stages, whereas residents of the markets under the stagnation (late maturity) stage perceive that the environmental factor and the attitude of having the community market have more influence. Although the findings that use the community life cycle as a moderating role do not yield significant results, they provide a preliminary understanding of how tourism stages shape the perception of residents on community well-being.

The findings provide insights into one type of domestic tourism, the community market, which is a common tourist attraction in Thailand. Community markets have not been particularly investigated in previous literature. This study is also among a handful works which apply the tourism life cycle as a moderating role to investigate the perception of residents towards the economic, cultural and environmental impacts on community well-being.

社区市场发展及其对居民幸福感和满意度的影响

本研究旨在探讨社区居民对社区市场作为旅游景点发展的态度和影响。该研究考察了社区生命周期各个阶段（尤其是巩固和停滞阶段）在感知旅游业对社区福祉的影响方面的调节作用。

已经采用了使用偏最小二乘分析的结构方程模型。这项研究收集了来自852个受访者的反馈, 这些受访者是泰国十个社区市场的居民。

主要发现表明, 在社区市场的背景下, 经济因素, 文化因素和居民对社区市场发展的态度对社区福祉有很大影响, 而环境因素则没有影响。此外, 对社区发展阶段的深入研究揭示了其对社区福祉的不同影响重点。处于巩固（早熟）阶段的市场居民认为经济和文化影响比其他阶段对幸福感的影响更大, 而处于停滞（成熟期）阶段的市场居民则认为环境因素和经济因素对健康的影响更大。拥有社区市场的态度更具影响力。尽管使用社区生命周期作为调节作用的发现并未产生重大结果, 但它们提供了对旅游阶段如何塑造居民对社区福祉的看法的初步了解。

研究结果提供了对国内旅游的一种类型的见解, 即社区市场, 这是泰国的常见旅游景点。以前的文献中并未对社区市场进行过特别的调查。这项研究也是少数工作之一, 可将旅游业的生命周期作为调节作用来调查居民对经济, 文化和环境对社区福祉的影响的看法。

El desarrollo del mercado comunitario y sus impactos sobre el bienestar y satisfacción de los residentes

Este estudio apunta a investigar la actitud y efectos que los residentes de la comunidad perciben en el desarrollo del mercado comunitario como una atracción turística. El estudio examina el rol moderativo de las fases del ciclo de vida de la comunidad, particularmente las fases de consolidación y estancamiento, sobre los impactos turísticos percibidos con respecto al bienestar de la comunidad.

Se empleó un modelamiento de ecuaciones estructurales utilizando análisis parcial de mínimos cuadrados. Este estudio recolectó las respuestas de 852 entrevistados quienes son los residentes de las diez comunidades de mercado en Tailandia.

Los hallazgos claves revelan que bajo el contexto de las comunidades de mercado, el factor económico, cultural y actitud de los residentes hacia el desarrollo del mercado comunitario tiene fuertes influencias en el bienestar de la comunidad, mientras que el factor medioambiental no muestra influencia. Además, una investigación más ahondada en las fases del desarrollo de la comunidad revela varios énfasis en sus impactos sobre el bienestar de la comunidad. Los residentes de los mercados bajo la fase de consolidación (madurez temprana) perciben una mayor influencia de los impactos culturales y económicos sobre el bienestar con respecto a las otras fases, en donde los residentes de los mercados bajo la fase de estancamiento (madurez tardía) perciben que los factores medioambientales y la actitud de poseer una comunidad de mercado tienen una mayor influencia. Aunque los hallazgos que utilizan el ciclo de vida de la comunidad como un rol moderativo no conllevan resultados significativos, proveen una comprensión preliminar de cómo las etapas del turismo dan forma a la percepción de los residentes en el bienestar de la comunidad.

Los hallazgos proveen introspección hacia uno de los tipos de turismos domésticos, el mercado comunitario, el cual es una atracción turística común en Tailandia. Las mercados comunitarios no han sido particularmente investigados en la literatura previa. Este estudio se encuentra además entre una baraja de trabajos los cuáles podrían aplicar el ciclo de vida de turismo como un rol moderativo para investigar la percepción de residentes hacia los impactos económicos, culturales y medioambientales sobre el bienestar de la comunidad.

This paper aims to examine the nature of market politics in a Latino/a community in Southern California, USA.

Research methods combine orignial ethnographic and historical work with secondary sources on marketing and political activities in their relation to consumption.

Findings highlight conflicts brought about by the burgeoning development of the consumer market for Mexican immigrants in the area, as proponents of conventional industrial and residential development projects clash with Latino/a consumers, Latino/a and Asian buisnessmen and women, and community activists.

A partial view of Latino community is provided that stems from the treatment of consumer culture as fragmented, contradictory, and increasingly mediated by marketing activity and social relations.

Implications strive to re‐imagine Latino/a community and develop policy directives by considering the place of consumption, labor, and capital, and by taking into account the fluid nature of identity, the porous and dynamic bounds of community, and in/formal structures of political power.

This research contributes to our understanding of social relations between mainstream and minority groups as played out in marketing activity and consumer culture. It should prove valuable to academics, policy analysts, and community activists.

The purpose of this paper is to acknowledge the importance of community networks in distribution of services and to present a conceptual framework outlining the antecedents and consequences of community marketing. Developing countries represent large untapped markets at the bottom of economic pyramid which is not serviced by conventional products using traditional marketing channels. Organisations are increasing looking at involving local community and broad range of partners called “Community Marketing” in this paper as a viable channel to expand their market by reaching out to this segment.

The methodology for this paper involves in-depth study of the relevant literature on role of community networks and highlighting the noteworthy findings of other researchers. Although role of community networks has been widely studied in consumer goods, little has been researched on services. The study draws from cases of mobile financial services in India to develop a framework.

The findings include the conceptual framework and the pre-requisites for adoption of community marketing for achieving business sustainability.

This paper presents the framework and the steps pertaining to community marketing that can be adopted by organisations to reach out to a large under-served market at the base of economic pyramid. This paper synthesises extant knowledge on the subject and provides a foundation for future research by building a discussion on construct’s domain and developing research propositions.

This paper revisits old questions of the proper subject and bounds of economics: does economics study “provisioning”? or markets? or a method of reasoning, self‐interested rational optimization?

A variety of scholars and others in many fields make use of a taxonomy of society consisting of three “spheres”: markets, governments, and communities. It is argued here that this tripartite taxonomy of society is fundamental and exhaustive. A variety of ways of understanding this taxonomy are explored, especially Fiske's (1991, 2004) “Relational models theory.” Then – after communities and their products, social goods, are defined more thoroughly – a visual model of interactions among the three spheres is presented.

The model is first used briefly to understand the historical development of markets. The model is then applied to understanding how economic thinking and market ideology, including the notion of social capital, can be destructive of communities and their production of social goods (and their production of social capital as well).

It is not possible to measure these effects monetarily, so calculating precisely “how this affects results” in a standard economic model is impossible.

Nevertheless we could better prepare students for real‐world analysis, and better serve our clients, including the public, if – whenever relevant, such as in textbook introductions and in benefit/cost analyses – we made them aware of the limitations of economic analysis with respect to communities and social goods.

The three‐spheres model offered here, based on Fiske's “Relational models theory,” facilitates this awareness.

In view of the growing importance of information for the development of commerce, industry and research the Commission has undertaken, since 1975, various initiatives aiming at strengthening the position of the European information industry. Community actions in this area form part of a comprehensive Community policy in the fields of information technologies, telecommunications and information market. The development toward an information society and the eminent importance of this development for the services industries have in recent years led to a steady reinforcement of Community initiatives in this area. The Community initiatives in information market development can be seen as an effort to establish an efficient link between knowledge generation and knowledge application.

We examine the emergence of an organizational form, charter schools, in Oakland, California. We link field-level logics to organizational founding identities using topic modeling. We find corporate and community founding actors create distinct and consistent identities, whereas more peripheral founders indulge in more unique identity construction. We see the settlement of the form into a stable ecosystem with multiple identity codes rather than driving toward a single organizational identity. The variety of identities that emerge do not always map onto field-level logics. This has implications for the conditions under which organizational innovation and experimentation within a new form may develop.

This study aims to explore the role of local community in tourism co-creation. Despite the importance of internal stakeholders, there is a dearth of research on the process of place branding co-creation with the local community, considering their interconnections and influencing relationships.

An old and picturesque local market under a rebranding process was used as a case study. The research involved 10 interviews with market vendors to understand their views regarding place identity, their involvement in brand co-creation, their expectations about the process and the perceived results of such co-creation. Public information was also collected as secondary data to illustrate the rebranding process.

The vendor community had limited involvement in the market rebranding and felt they should have been more widely involved in the decisions as a group rather than individually. However, their satisfaction with the results of the rebranding led to the continuity of the sense of place and to the proud adoption of the new brand.

This study proposes greater integration of local communities as important internal stakeholders of place branding in addition to residents and suggests group meetings to involve the local community in the co-creation process.

This paper explores the context of a vendor community in a local market. This context has deserved little attention in the tourism literature. This study reflects the importance of local community to co-create place brands from a group perspective, taking into consideration. their roles, rights, responsibilities and relationships.

本研究探讨了地方社区在旅游共同创造中的作用。尽管内部利益相关者很重要, 但关于地方品牌与当地社区共同创造的过程, 考虑他们之间的相互联系和影响关系的研究却很缺乏。

一个古老的、风景如画的地方市场在品牌重塑的过程中被作为案例研究。研究涉及对市场商贩的10次访谈, 以了解他们对地方身份的看法, 他们对品牌共同创造的参与, 他们对这一过程的期望, 以及对这种共同创造结果的感知。此外, 还收集了公共信息作为二级数据来说明品牌重塑的过程。

供应商群体对市场品牌重塑的参与是有限的, 他们认为自己应该作为一个团体而不是个人更广泛地参与决策。然而, 他们对品牌重塑的结果感到满意, 这导致了地方感的延续和对新品牌的自豪采用。

本文探讨了一个地方市场中的供应商社区的背景。这一背景在旅游文献中几乎不值得关注。这项研究反映了当地社区从团体的角度共同创造地方品牌的重要性, 考虑到他们的角色、权利、责任和关系。

本研究提出, 除了居民之外, 当地社区也是地方品牌建设的重要内部利益相关者, 并建议召开小组会议, 让当地社区参与到共同创造的过程中。

Este estudio analiza el papel de la comunidad local en la cocreación turística. A pesar de la importancia de los grupos de interés internos, existe una carencia de investigaciones sobre el proceso de cocreación de la marca del lugar con la comunidad local, teniendo en cuenta sus interconexiones y relaciones de influencia.

Se utilizó como caso de estudio un antiguo y pintoresco mercado local en proceso de cambio de marca. La investigación incluyó 10 entrevistas con los vendedores del mercado para conocer su opinión sobre la identidad del lugar, su participación en la cocreación de la marca, sus expectativas sobre el proceso y los resultados percibidos de dicha cocreación. También se recogió información procedente de datos secundarios para ilustrar el proceso de cambio de marca.

La comunidad de vendedores tuvo una participación limitada en el cambio de marca del mercado y consideró que debería haber participado más ampliamente en las decisiones como grupo y no de forma individual. Sin embargo, su satisfacción con los resultados de la renovación de la marca condujo a la continuidad del sentido del lugar y a la adopción complacida de la nueva marca.

Este trabajo explora el contexto de una comunidad de vendedores en un mercado local. Este contexto ha recibido poca atención en la literatura turística. Este estudio refleja la importancia de la comunidad local para co-crear marcas de lugar desde una perspectiva de grupo, teniendo en cuenta sus roles, derechos, responsabilidades y relaciones.

Este estudio propone una mayor integración de las comunidades locales como importantes actores internos de la marca de lugar, además de los residentes, y sugiere la celebración de reuniones de grupo para implicar a la comunidad local en el proceso de cocreación.

Community coalitions are an important part of the public milieu and subject to similar external pressures as other publicly funded organizations – including changes in required strategic orientation. Many US government agencies that fund efforts such as community-based social marketing initiatives have shifted their funding agenda from program development to policy development. The Florida Prevention Research Center at the University of South Florida (Tampa, Florida, USA) created community-based prevention marketing (CBPM) for policy development framework to teach community coalitions how to apply social marketing to policy development. This paper aims to explicate the framework’s theory of change.

The research question was: “How does implementing the CBPM for Policy Development framework improve coalition performance over time?” The authors implemented a case study design, with the “case” being a normative community coalition. The study adhered to a well-developed series of steps for system dynamics modeling.

Results from computer model simulations show that gains in community coalition performance depend on a coalition’s initial culture and initial efficiency, and that only the most efficient coalitions’ performance might improve from implementing the CBPM framework.

Practical implications for CBPM’s developers and users are discussed, namely, the importance of managing the early expectations of academic-community partnerships seeking to shift their orientation from downstream (e.g. program development) to upstream social marketing strategies (e.g. policy change).

The evolution of the service marketing field was marked by the emergence of a global, vigorous and tolerant community of service marketing researchers. This paper seeks to examine the history of the service marketing community and argues that it may be an archetype for building the emergent global service research community.

The study combines qualitative and quantitative approaches. The authors interviewed four pioneering service scholars and also collected descriptive data (e.g. Authorship, Affiliation, Title, Keywords) of all service related articles published in 13 top peer‐reviewed marketing and service journals over the last 30 years (5,432 articles; 6,450 authors). In a dynamic analysis the authors mapped global collaboration between countries over time and detected clusters of international collaboration.

Findings suggest a growing international collaboration for the USA and the UK, while for other countries like Israel the global collaboration started from a high level and decreases now. Further, the service marketing community never became polarized and there were always contributions from researchers all over the world.

As the global service research community is developing, service marketing becomes a research neighborhood within the broader service research community. Simultaneously, other research neighborhoods are emerging within this new community (e.g. service arts, service management, service engineering, service science).

Anchored on the social evolution and biological evolution metaphors, this study explains the evolution of the service marketing field from both qualitative and quantitative perspectives. Furthermore, it explains the development of the service marketing community as an archetype for building the global service research community.