Założenia i uwarunkowania procesu współuczestnictwa klientów w funkcjonowaniu firmy
BUILDING THE RELATION WITH CUSTOMERS BY CREATING CUSTOMER COMMUNITIES

Summary/Abstract: In the article the essence of processes of concurring of customers in the action of companies connected with improving their market offer was presented. The author was con¬cerned with the types and expansion of the prosument, i.e. the person who is at least a partial producer of the good which will be consumed by her (definition according to A. Toffler). In the details the mass personalization and the concept of „consumer made” was discussed. Showing the role of the Internet in the development and the intensification of social interac¬tions (also economic) constituted the ground for discussing of the nature of virtual consumer communities. In the last part of the article the example of methodology of its creating was presented.

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