Impact of 2.0 on Contemporary Marketing

2014 ◽  
pp. 367-388
Author(s):  
Dora Simões ◽  
Sandra Filipe
Keyword(s):  
Social Media ◽  
Human Resources ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Marketing Plan ◽  
Crm System ◽  
Marketing Activities ◽  
Social Media Tools

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.

Impact of 2.0 on Contemporary Marketing

2015 ◽  
pp. 767-788
Author(s):  
Dora Simões ◽  
Sandra Filipe
Keyword(s):  
Social Media ◽  
Human Resources ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Marketing Plan ◽  
Crm System ◽  
Marketing Activities ◽  
Social Media Tools

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.

Using Social Media Marketing for Competitive Advantage

2016 ◽  
pp. 201-218
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

Customer Relationship Management and Data Mining

2016 ◽  
pp. 1362-1401
Author(s):  
Niccolò Gordini ◽  
Valerio Veglio
Keyword(s):  
Data Mining ◽  
Customer Relationship Management ◽  
Customer Value ◽  
Relationship Management ◽  
Global Market ◽  
Customer Relationship ◽  
Digital Revolution ◽  
Marketing Activities ◽  
Potential Customers

In the global market of today, Customer Relationship Management (CRM) plays a fundamental role in market-oriented companies to understand customer behaviors, achieve and maintain a long-term relationship with them, and maximize the customer value. Moreover, the digital revolution has made information easy and fairly inexpensive to capture. Thus, companies have stored a large amount of data about their current and potential customers. However, this data is often raw and meaningless. Within the CRM framework, Data Mining (DM) is a very popular tool for extracting useful information from this data and for predicting customer behaviors in order to make profitable marketing decisions. This research aims to demonstrate the classification decision tree as one of the main computational data mining models able to forecast accurate marketing performance within global organizations. Particular attention is paid to the identification of the best marketing activities to which firms should concentrate their future marketing investments. The criteria is based on the loss functions that confirm the accuracy of this model.

scholarly journals The Integration Paradigm of Social CRM

2018 ◽  
Author(s):  
Sumitro Sarkum
Keyword(s):  
Social Media ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Company Performance ◽  
New Paradigm ◽  
Customer Involvement ◽  
Social Crm ◽  
New Generation

The emergence of social media changing the map of central power with the creation of a customer centric as a new generation of powerful, sophisticated, difficult to influence, induced and maintained. To deal with these changes, Customer Relationship Management assessment metrics to integrate social media and turned into a Social CRM (Customer Relationship Management) as a new paradigm in marketing. To achieve goals and improve company performance required customer involvement in implementing marketing strategies in social media.

Social Customer Relationship Management (SCRM)

2017 ◽  
pp. 45-58 ◽  
Author(s):  
Ameen Al-Azzam ◽  
Rawan T. Khasawneh
Keyword(s):  
Social Media ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Customer Management ◽  
Communication Tool ◽  
Information And Communication ◽  
Future Work

The organizations reach to their objectives by adopting an effective customer management strategy. Today, organizations have become aware that to reach their objectives its must focus on customer relationships, engagement and retention, not only to increase their market share. The development of information and communication technology (ICT) and in particular social networks enables an important communication tool with customer. Improving customer relationship by using social network is called social customer relationship management (SCRM). SCRM focused on establishing new channels with customers for better understanding of customers needs and build a long-term relationship with them. This chapter explores social customer relationship management and its general concepts including social media and customer relationship management. Also, it reviews the context of SCRM that aims to enhance customer relationship and make customers much more engaged. Conclusions and proposed future work are stated at the end.

Mobile Customer Relationship Management

2017 ◽  
pp. 309-321
Author(s):  
Tolga Dursun ◽  
Süleyman Çelik
Keyword(s):  
Customer Satisfaction ◽  
Communication Technology ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationship ◽  
Marketing Activities ◽  
Management Concept

Electronic platforms provide many advantages both customers and companies due to development of communication technology. Today almost every people have smartphones and tablets. Thus mobile customer relationship management became an significant concept for generating long-term relationships and increasing customer satisfaction, retention and loyalty. In addition companies use mobile CRM to facilitate salespeople for better performance in marketing activities. M-CRM offers interactive relationships between firms and companies. In this study, we define what is customer relationship management and origins of CRM. After that we stated electronic customer relationship management concept and finally we mentioned about mobile CRM especially benefits and characteristics of it.

Possibilities of Implementing Customer Relationship Management in the Function of Improving the Competitiveness of the Civil Engineering Sector

2015 ◽  
Vol 725-726 ◽  
pp. 977-983 ◽  
Author(s):  
Boban Melovic ◽  
Mijat Jocovic ◽  
Irina Lugovskaya ◽  
Nikolai Vatin
Keyword(s):  
Customer Relationship Management ◽  
Business Processes ◽  
Civil Engineering ◽  
Relationship Management ◽  
Business Environment ◽  
Customer Relationship ◽  
Business Strategies ◽  
Crm System ◽  
Modern Business

Modern business strategies and quality of business environment are conditions for increasing competitiveness of companies in the civil engineering sector. Basic idea of Customer Relationship Management (CRM) is to shift the focus from the product to the buyer and in that way to build quality, long term and profitable relations. Products and services must be adjusted to the demands and specifications of certain clients. CRM is not a technology but a business concept, business philosophy. Basic aim of CRM in the civil engineering sector is gaining and keeping customers with the biggest purchasing potential. The article show that the implementation of the CRM system is in the direct positive correlation with business results of the companies from the civil engineering sector. In order to make the CRM strategy successful, it is necessary to determine appropriate strategy of creating long term, sustainable and profitable relationships with buyers, then to adjust business processes of the company and if necessary to adapt the organizational structure to creating the environment which is totally focused on the buyer.

scholarly journals Strategies for Customer Relationship Management Focused on Loyalty

2021 ◽  
Author(s):  
J. Vasco ◽  
C. Guerra ◽  
F. Favicela ◽  
X. Granizo
Keyword(s):  
Customer Relationship Management ◽  
Business Processes ◽  
Human Resources Management ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Relational Marketing ◽  
Crm System ◽  
Palabras Clave ◽  
Management Approaches

This research examined the customer loyalty process through relational marketing, using Customer Relationship Management (CRM) strategies. A market study was conducted to analyze the current client management approaches. A survey of customers of the company was carried out to investigate what they perceived were important factors influencing their relationship with the organization and determining efficient communication. The study focused on the design of CRM and relational marketing strategies, in order to create tools to improve communication and interaction with the client, so as to help understand customer demands and achieve loyalty. A formal methodology was described for developing and implementing a CRM system that integrates aspects such as defining a customer strategy, re-engineering customer-oriented business processes, human resources management, the computer system, and management of change and continuous improvement. Keywords: strategy, loyalty, customer relationship management, administration, communication. Resumen La administración de la relación con el cliente es el proceso general de establecer y mantener relaciones redituables con los clientes al entregarles más valor y mayor satisfacción. El presente trabajo de investigación está enfocado en solucionar el deficiente proceso de fidelización del cliente por medio del marketing relacional. Para contribuir con el objetivo de la investigación, se realizó un estudio para analizar la gestión del cliente a través de una encuesta a los clientes actuales de la empresa ‘Ambaplass’ dedicada a la comercialización de productos de consumo masivo, ubicada en la cuidad de Ambato. El estudio se centró en torno al diseño de estrategias de comunicación con el objetivo de crear herramientas que permitan una mejor interacción con el mismo, además de conocer sus exigencias y lograr su fidelización. Los principales hallazgos de la investigación determinaron que el 63% de los encuestados son de sexo femenino, el 36% de los clientes tienen entre 26 y 35 años, el 40% de los encuestados son clientes desde hace un tiempo aproximado de 6 a 12 meses, el 46% realizan compras de 2 a 3 veces al mes, el 62% de los encuestados hacen uso de WhatsApp, en tanto que el 6% no utiliza ninguna red social, el 43% considera que la capacidad de resolución de problemas en la empresa es bueno y apenas el 41% de clientes está satisfecho con el departamento de ventas. Mediante los resultados obtenidos se puede evidenciar que existe satisfacción del cliente pero no fidelización del mismo. Palabras clave: estrategias, fidelización, administración de la relación con el cliente, comunicación.

scholarly journals The Impact of Customer Relationship Management on Long-term Customers’ Loyalty in the Palestinian Banking Industry

2017 ◽  
Vol 10 (11) ◽  
pp. 139
Author(s):  
Raed A. M. Iriqat ◽  
Mohannad A. M. Abu Daqar
Keyword(s):  
Service Quality ◽  
Customer Relationship Management ◽  
System Integration ◽  
Banking Industry ◽  
Relationship Management ◽  
Customer Relationship ◽  
Quality Level ◽  
Crm System ◽  
The Impact

This paper aims to investigate the impact of customer relationship management on Long-term Customers’ Loyalty in the Palestinian banking industry. The data was collected through distributing questionnaires on the Palestinian banking employees. Using multiple regression analysis tests, this paper finds these results; there is a positive and strong linear relationship between dependent variable “long-term customers’ loyalty” and CRM, the CRM dimensions are service quality, customer’s database, solving customer’s problems, employees behavior, and CRM system integration. At the end, the two predictors (employee’s behavior and CRM system integration) explained 48.2% of the variance in the long-term customers’ loyalty. The scholars’ found that banks have to investigate why there is a difference in the service quality level between male and female employees where male employees more effective than females. Furthermore, banks need to update their customers’ database in order to be alerted to changes in their customers’ requirements and needs to retain their loyal relationships with customers.

Re-Conceptualizing Relational Integrated Marketing Communications from the Perspective of Social CRM

2014 ◽  
pp. 222-253 ◽  
Author(s):  
Kanghyun Yoon ◽  
Jeanetta D. Sims
Keyword(s):  
Social Media ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationship ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Social Crm ◽  
Communications Strategies

As a new emerging trend, social Customer Relationship Management (social CRM) can be defined as the business practice of promoting voluntary customer engagement activities driven by social media into the value creation process in order to build long-term co-beneficial relationships with target customers as the ultimate end-goal of customer relationship management. Following the spirit of social CRM, this chapter is intended to propose conceptual guidelines for the design of effective relational integrated marketing communications strategies, including message and media strategies, with particular focus on the promotion of opinion leaders' voluntary engaged efforts with others in a typical social network setting. By implanting the power of social media in relational integrated marketing communications strategies, marketers are able to put the “relationship” back into CRM in order to restore its true meaning – building better long-term relationships with customers.

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