Convergence Marketing

View Sample PDF

Copyright: 2012
Pages: 17
Source title: Systems Thinking and Process Dynamics for Marketing Systems: Technologies and Applications for Decision Management
Source Author(s)/Editor(s): Dr. Rajagopal (Monterrey Institute of Technology and Higher Education ITESM, Mexico)
DOI: 10.4018/978-1-4666-0969-3.ch011

Keywords: Business & Management / Business Information Systems / Business Science Reference / Decision Support Systems

Purchase

View Convergence Marketing on the publisher's website for pricing and purchasing information.

Abstract

The convergence marketing has emerged as an outgrowth of relationship marketing. Many firms in the competitive marketplace prefer on developing strategies by convergence of technology with customer value in promoting products and services. It is argued in this chapter that such convergence among the firms involve consumers, social networks, and technology that influence the decision making process for gaining competitive advantage. This chapter discusses the attributes of convergence of technology with customer value that provides higher competitive advantage to the business through frequent interactions among the market players and customers. The convergence marketing emphasizes on strategic, reflective, and organizational look at relationship marketing and contributes to existing knowledge within three fundamental elements including organizational customer focus, customer management focus, and customer knowledge focus. This chapter also examines how convergence of technology and customer value drives value co-creation in the firms and discuss that in an increasing market competition, customers interact with emerging technologies, and consumer communities co-create value with firms.

The IRMA Community

Research IRM

Convergence Marketing

Purchase

Abstract

Related Content

IRMA Sponsors