Chapter 10Commerce Communities…How to Keep Money from Screwing Everything Up

The web has created an unprecedented opportunity for consumers to openly discuss the products that fill their lives. From email to web sites to Usenet, there are millions of conversations on anything and everything you can buy, rent, or do. If you want to know what people have to say about that DVD player you’re considering, or what movie to see this Friday night, or even where to get the best burrito in your home town, you can find it. Fast.

No wonder companies are scared.

Informed customers are picky customers. They’re hip. They won’t be fooled by last year’s model in a new package—a website already warned them. Slick advertising can no longer make up for shoddy products ...

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