The authors discuss the motivations for this special issue and propose a conceptual frameworkpertaining to the issue’s theme. Using this frameworkas a backdrop, they then offer an overview of the remaining articles by segmenting them into categories and discussing their relationship to the framework. They conclude by highlighting research avenues for augmenting our understanding of marketing to and serving customers through the Internet.
Das Mitmach-Web 2.0 erfordert für Unternehmen besser auf die Webkommunikation zu achten - geht es doch nicht mehr darum, was man als Firma kommunikationstechnisch produziert sondern was Kunden, Interessenten und 'Nörgler' über das Unternehmen im Web verbreiten. Und da wird Webmonitoring in mittelständischen und kleinen Unternehmen schnell zum Thema für das Topmanagement.
3. Build your brand. Zappos, the online emporium known for outstanding customer service, encourages employees to Twitter and to respond to customers who also use the service — increasing the company’s reputation as a friendly place to shop and work. Notably, the chief executive of Zappos, Tony Hsieh, Twitters frequently. Because the company cultivates an un-corporate image, he’s the rare executive who can effectively post personal updates.
Within 20 minutes of my first Twitter message I got a call from a Comcast executive in Philadelphia who wanted to know how he could help. He said he monitors Twitter and blogs to get an understanding of what people are saying about Comcast, and so he saw the discussion break out around my messages.
The developments of the Digital Economy will have a fundamental impact on the structures and processes of economic systems. Within this new economy the importance of the creation and maintenance of a relationship between a customer and a supplier is increasing, but the way to handle this relationship is changing. Therefore, we focus on the upcoming challenges to relationships between suppliers and customers. Viewing this focus in more detail we will develop the outline of a new, holistic approach to the management of customer relationship in Business Media. In order to manage the relationship between suppliers and customers in a successful way, a model for the Management of Customer Relationship will be presented. This model includes several building blocks, which should be considered when designing and maintaining the relationship in an online environment. This model should, therefore, serve as a framework to combine the various instruments of the Management of Customer Relationship.