Customers Knowledge and Relational Marketing: A Web 2.0 Perspective

Customers Knowledge and Relational Marketing: A Web 2.0 Perspective

Pasquale Del Vecchio, Valentina Ndou
Copyright: © 2010 |Pages: 14
DOI: 10.4018/jcrmm.2010070101
OnDemand:
(Individual Articles)
Available
$37.50
Current Special Offers
No Current Special Offers
TOTAL SAVINGS: $37.50

Abstract

The radical changes occurring in the global business environment, that is, in the information technology field and in management practices, call for a general rethinking of firms strategic positioning and competition. In this scenario, firms having the capacity to manage all of their own intellectual assets seem to be the only way to survive and succeed. The ability to comprehend the role that customers can play in contributing to a firm’s value creation is one of the main elements behind the growing attention of researchers and managers in context to managing a firm’s relationship with customers. This paper highlights the relevance of a Customers Relationship Management (CRM) issue in a Knowledge Management perspective as well as in Relational Marketing. In addition, this study shows how the rising and large adoption of Web 2.0 technologies represents a real opportunity for the effective implementation of a CRM strategy.
Article Preview
Top

1. Crm: A Knowledge Management Perspective

In a context characterized by uncertainty and continuous changes, organizations are required to behave as open systems able to benefit of the multitude of exchange processes and interactions with the social environment in which they are embedded.

Complete Article List

Search this Journal:
Reset
Volume 15: 1 Issue (2024)
Volume 14: 1 Issue (2023)
Volume 13: 4 Issues (2022): 1 Released, 3 Forthcoming
Volume 12: 4 Issues (2021)
Volume 11: 4 Issues (2020)
Volume 10: 4 Issues (2019)
Volume 9: 4 Issues (2018)
Volume 8: 4 Issues (2017)
Volume 7: 4 Issues (2016)
Volume 6: 4 Issues (2015)
Volume 5: 4 Issues (2014)
Volume 4: 4 Issues (2013)
Volume 3: 4 Issues (2012)
Volume 2: 4 Issues (2011)
Volume 1: 4 Issues (2010)
View Complete Journal Contents Listing