The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Re-Conceptualizing Relational Integrated Marketing Communications from the Perspective of Social CRM
Abstract
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.
Related Content
|
Nitesh Behare, Rashmi D. Mahajan, Meenakshi Singh, Vishwanathan Iyer, Ushmita Gupta, Pritesh P. Somani.
© 2024.
36 pages.
|
|
Shikha Mittal.
© 2024.
21 pages.
|
|
Albérico Travassos Rosário.
© 2024.
31 pages.
|
|
Carla Sofia Ribeiro Murteira, Ana Cristina Antunes.
© 2024.
23 pages.
|
|
Mario Sierra Martin, Alvaro Díaz Casquero, Marina Sánchez Pérez, Bárbara Rando Rodríguez.
© 2024.
17 pages.
|
|
Poornima Nair, Sunita Kumar.
© 2024.
18 pages.
|
|
Neli Maria Mengalli, Antonio Aparecido Carvalho.
© 2024.
16 pages.
|
|
|