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Communities of Commerce

When marketing people talk about "creating a community," writes Fast Company Marketing Resource Columnist, they are usually thinking figuratively. They mean the kind of togetherness you might find over coffee at Starbucks or the sense of connectedness that makes the online phenomenon that it is. But for most people, "community" is a deeply held value, not just a marketing cliché.

Read Manners's latest installment to learn more about community.