The radical changes occurred in the global business environment, in the information technology field and in management practices call for a general rethinking of firms strategic positioning and competition. In this scenario, the capability of managing all their own intellectual assets represents for firms the only way to survive and success. The comprehension of the role that customers can play in contributing at the firms value creation is one of the main element behind the growing attention of researchers and managers for the management of the relationship with customers. Highlighting the relevance of a Customers Relationship Management (CRM) issue in a Knowledge Management perspective as well as in a Relational Marketing one, the study shows how the rising and the large adoption of Web 2.0 technologies represent a real opportunity for the effective implementation of a CRM strategy.
Customers Knowledge and Relational Marketing: A Web 2.0 perspective
DEL VECCHIO, PASQUALE;NDOU, Valentina
2010-01-01
Abstract
The radical changes occurred in the global business environment, in the information technology field and in management practices call for a general rethinking of firms strategic positioning and competition. In this scenario, the capability of managing all their own intellectual assets represents for firms the only way to survive and success. The comprehension of the role that customers can play in contributing at the firms value creation is one of the main element behind the growing attention of researchers and managers for the management of the relationship with customers. Highlighting the relevance of a Customers Relationship Management (CRM) issue in a Knowledge Management perspective as well as in a Relational Marketing one, the study shows how the rising and the large adoption of Web 2.0 technologies represent a real opportunity for the effective implementation of a CRM strategy.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
