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Open-Source Mechanics: Marketing Through Community Segmentation

Sep 30, 2007, 00:00 (0 Talkback[s])
(Other stories by Matt Asay)


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"The truth about community is somewhat more complicated, Stegner and Onetti write, requiring traditional marketing segmentation to effectively feed and harvest from one's communities. How one does this is non-trivial but critically important.

"Stegner and Onetti propose several different methods, and then walk through the Funambol experience, which I find particularly valuable because I believe that Funambol, more than most open-source companies, recognized the distinction between different types of community members and has worked hard to interact with them differently..."

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