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Impact of 2.0 on Contemporary Marketing

Impact of 2.0 on Contemporary Marketing

Dora Simões, Sandra Filipe
Copyright: © 2014 |Pages: 22
ISBN13: 9781466643734|ISBN10: 1466643730|EISBN13: 9781466643741
DOI: 10.4018/978-1-4666-4373-4.ch020
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MLA

Simões, Dora, and Sandra Filipe. "Impact of 2.0 on Contemporary Marketing." Handbook of Research on Enterprise 2.0: Technological, Social, and Organizational Dimensions, edited by Maria Manuela Cruz-Cunha, et al., IGI Global, 2014, pp. 367-388. https://doi.org/10.4018/978-1-4666-4373-4.ch020

APA

Simões, D. & Filipe, S. (2014). Impact of 2.0 on Contemporary Marketing. In M. Cruz-Cunha, F. Moreira, & J. Varajão (Eds.), Handbook of Research on Enterprise 2.0: Technological, Social, and Organizational Dimensions (pp. 367-388). IGI Global. https://doi.org/10.4018/978-1-4666-4373-4.ch020

Chicago

Simões, Dora, and Sandra Filipe. "Impact of 2.0 on Contemporary Marketing." In Handbook of Research on Enterprise 2.0: Technological, Social, and Organizational Dimensions, edited by Maria Manuela Cruz-Cunha, Fernando Moreira, and João Varajão, 367-388. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-4373-4.ch020

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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.

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