In collaborative marketing, companies support prospective customers in understanding and evaluating alternatives, in order to facilitate their purchase of optimal products. Their goal is to inform, educate, and develop trust, and eventually a relationship that yields repeat purchases and long term loyalty. The WWW in general, and virtual communities in particular, support direct and collaborative marketing strategies. Mapping an organizations target group into Internet communities becomes a strategic option in an effort to undertake collaborative marketing. Building these communities into an organizations Websi te will enhance the one-to-one marketing communications while facilitating one-to-many communication within.
