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Integrating Business Process Management and Marketing: A Strategic Approach to Enhancing Customer-Centric Processes
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Author(s): Parihar Suresh Dahake (Ramdeobaba University, Nagpur, India), Nihar Suresh Dahake (G.H. Raisoni College of Engineering, Nagpur, India)and Amruta Mahalle (Datta Meghe Institute of Management Studies, Nagpur, India)
Copyright: 2026
Pages: 46
Source title:
Navigating Digital Transformation Through Business Process Management
Source Author(s)/Editor(s): Javier Martínez-Falcó (University of Alicante, Spain), Eduardo Sánchez-García (University of Alicante, Spain)and Bartolomé Marco-Lajara (University of Alicante, Spain)
DOI: 10.4018/979-8-3373-3336-6.ch006
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Abstract
The current research examines how business process management (BPM) and marketing are integrated into marketing communications to enhance customer-centric processes in response to technological advancements. Information and communication evolution and joining with other technologies give rise to a new focus on Marketing 4.0. The shift of focus from brand-centric marketing to customer-centric marketing motivates practitioners to highlight customer experience, satisfaction, and loyalty. However, ever-changing market dynamics, new customer demand, and emergence of new communication and marketing channels hinder efficient service delivery by marketing departments.
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