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What is Contemporary Marketing

Handbook of Research on Enterprise 2.0: Technological, Social, and Organizational Dimensions
Holistic vision that enhances that all marketing is important and requires the development and implementation of programs, processes, and activities with the recognition of their breadth and interdependencies of its effects long-term.
Published in Chapter:
Impact of 2.0 on Contemporary Marketing
Dora Simões (University of Aveiro, Portugal) and Sandra Filipe (University of Aveiro, Portugal)
DOI: 10.4018/978-1-4666-4373-4.ch020
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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