Review article
GUERILLA APPROACH TO IMPLEMENTATION OF CRM 2.0 CONCEPT
Branimir Dukić
orcid.org/0000-0002-4821-7327
; Ekonomski fakultet u Osijeku
Marija Besten
; Osijek
Stojanka Dukić
orcid.org/0000-0002-4821-7327
; dux Mission d.o.o. Osijek
Abstract
Social networks represent some kind of virtual squares or markets where
modern social and economic life takes place. Social networks, as contact
point between supply and demand in virtual environment, are suitable
for implementation of collaborative part of system for consumer relationship
management and thus become foundation for building modern
integral systems for consumer relationship management. But, virtual social
networks cover many of constituent parts which gather huge number
of people and which function without time and space limitation. In
order to solve the complex problem of holistic approach to implementation
of consumer relationship management in virtual social networks,
“guerilla” approach is imposed as rational alternative. For the purpose
of solving this problem it was explored what the relationship marketing
was, or concept of consumer relationship management, and principles
of their functioning were observed. Web 2.0. concept, place and role
of social networks in it, as well as their popularity, were also explored.
Finally, polling was used for exploring participation of examinees in social
networks and their opinions on social networks potentials. Principles
of “guerilla” approach to implementation of CRM 2.0. concept were
suggested on the basis of that. ey imply accepting CRM 2.0. concept
because of its wideness and significance, as well as concentration during
implementation on the most popular networks among examinees.
Keywords
marketing; relationship marketing, CRM 2.0. Guerilla; Web 2.0.; social networks
Hrčak ID:
216126
URI
Publication date:
16.12.2015.
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