Please use this identifier to cite or link to this item:
http://hdl.handle.net/10773/11010
Title: | Impact of 2.0 on Contemporary Marketing |
Author: | Simões, Dora Filipe, Sandra |
Keywords: | Contemporary marketing Relationship marketing Customer Relationship Management CRM systems Online social networks Social media |
Issue Date: | 2014 |
Publisher: | IGI Global |
Abstract: | Contemporary marketing recognizes the scope and complexities of marketing activities. It is a multidimensional and a dynamic concept, known as holistic marketing, that asks and allows for the support systems in order to permanently connect to the parties, to create value and long-term relationships among all. In this context, this chapter presents a wide review about conceptualization of relationship marketing and its evolution and integration on broader concept of contemporary marketing. It highlights that the development of a program for implementing and managing a successful customer relationship management (CRM) system is an essential part of a strategic contemporary marketing plan. Additionally, it is imperative to assess it to better demonstrate its success or failure. The metrics to do this are also revisited in this chapter. Still, the emerging capabilities of CRM systems using internet technologies are putting tremendous challenges on organizations and their human resources. Particularly, reference will be made to some social media tools that can be a cheap and useful support on marketing strategies. |
URI: | http://hdl.handle.net/10773/11010 |
DOI: | 10.4018/978-1-4666-4373-4.ch020 |
ISBN: | 978-1-4666-4373-4 |
Appears in Collections: | ISCA-UA - Capítulo de livro GOVCOPP - Capítulo de livro |
Files in This Item:
File | Description | Size | Format | |
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2012HandbookofEnterprise2.0_Chapter_Impactof2.0onContemporaryMarketing_DS&SF_Final.pdf | documento | 1.24 MB | Adobe PDF |
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