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Consumer-Centric Marketing Strategies: Social Networks as Innovative Tools for Consumer Relationship Management

Consumer-Centric Marketing Strategies: Social Networks as Innovative Tools for Consumer Relationship Management
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Author(s): Loredana Di Pietro (University of Molise, Italy) and Eleonora Pantano (University of Calabria, Italy)
Copyright: 2013
Pages: 18
Source title: Customer-Centric Marketing Strategies: Tools for Building Organizational Performance
Source Author(s)/Editor(s): Hans-Ruediger Kaufmann (University of Nicosia, Cyprus & International Business School at Vilnius University, Lithuania) and Mohammad Fateh Ali Khan Panni (City University, Bangladesh)
DOI: 10.4018/978-1-4666-2524-2.ch015



In recent years, the increase in social network users showed new platforms for collecting data on market trends and products acceptance, as well as for supporting the relationships with clients and adapting firms’ communication strategies. As a consequence, marketers are forced to consider these systems as tool for attracting, maintaining, and managing clients in order to increase the firms’ profitability. This chapter aims at advancing our knowledge on the use of social networks, such as Facebook, as tools for improving Consumer Relationship Management, by focusing on a case study. In particular, the chapter investigates the case study of the Calabrian scenario, characterized by small-sized and family-run firms, which use traditional forms of marketing tools. Due to the ease and fast access to Web-technology-based platforms, these firms are capable of operating in a global perspective, by understanding market trends and quickly adapting their strategies. Hence, the case study of Calabrian industries can represent an interesting case study for analyzing to what extent these technologies can become a new marketing mix element for improving firms’ profitability, for both SMEs and larger firms. In particular, the adoption of Facebook by managers allows advancing our knowledge on the impact of the social networks on their marketing strategies, and on the relationships with clients. The results outline useful issues for researches and practitioners. Furthermore, the research has an interdisciplinary value, involving Psychology, Marketing, and Organizational points of view.

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