BIOC 3560 Lecture Notes - Lecture 1: Micromarketing, Customer Experience, Social Media Marketing

• School: University of Guelph
• Department: Biochemistry
• Course: BIOC 3560
• Professor: Dawson S Graether

Document Summary

Ecrm: a web-centric, personalized approach to managing long-term customer relationships electronically. Interactive marketing: involves two-way buyer-seller electronic communication in which the buyer can control the kind and amount of information received from the seller. Customer experience management era: crm initiatives are suffering because the focus has been on getting crm technology in place while neglecting how to build customer relationships. Social media marketing era: experts are suggesting we are in the midst of a new era: the social media marketing era. Social media marketing: consumer generated online-marketing efforts to promote brands and companies for which they are fans. The use by marketers of online tools and platforms to promote their brands or organizations. Social crm: the use of social media to enable organizations to engage customers in collaborative conversations for mutually beneficial value. Ethics: the moral principles and values that govern the actions and decisions of an individual or group.