IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Impact of 2.0 on Contemporary Marketing

Impact of 2.0 on Contemporary Marketing
View Sample PDF
Author(s): Dora Simões (University of Aveiro, Portugal)and Sandra Filipe (University of Aveiro, Portugal)
Copyright: 2015
Pages: 22
Source title: Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-7357-1.ch035

Purchase

View Impact of 2.0 on Contemporary Marketing on the publisher's website for pricing and purchasing information.

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 within the 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. Reference is made to some social media tools that can be a cheap and useful support in marketing strategies.

Related Content

Albérico Travassos Rosário, Joana Carmo Dias. © 2024. 35 pages.
Elena García-y-García, Francisco Rejón-Guardia, Laura Berenice Sánchez-Baltasar. © 2024. 35 pages.
Nino Tchanturia, Rusudan Dalakishvili. © 2024. 20 pages.
Žiga Domadenik, Tina Tomažič. © 2024. 21 pages.
Loredana Kotinski. © 2024. 14 pages.
Margarida Silva, Nataliia Buchko, Natalia Parashchenko, Titanilla Marta Szaszi, Yevheniia Tovstyk. © 2024. 15 pages.
A. N. Raghavendra, G. Vijayakumar, Sanjeev Kumar Thalari. © 2024. 16 pages.
Body Bottom