Marketing technologies of customer relationship management: digital ecosystems
Digital technologies are changing customer expectations and reshaping the boundaries of industry markets forming ecosystems. At the same time, ecosystems are built on customer needs and go beyond a simple partnership between players from different industries to bring together digitally available ser...
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2022-01-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/3198 |
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| _version_ | 1832541667022864384 |
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| author | G. V. Butkovskayakaya E. V. Sumarokova |
| author_facet | G. V. Butkovskayakaya E. V. Sumarokova |
| author_sort | G. V. Butkovskayakaya |
| collection | DOAJ |
| description | Digital technologies are changing customer expectations and reshaping the boundaries of industry markets forming ecosystems. At the same time, ecosystems are built on customer needs and go beyond a simple partnership between players from different industries to bring together digitally available services or products, providing an end-to-end experience for consumers. The article summarises research findings in the field of digital marketing and digital ecosystems. Theoretical and research issues of changes in marketing techniques for customer relationship management in the digital environment have been reviewed. The experience of the world’s leading ecosystems has been systematised, the main archetypes of digital ecosystems and key success factors have been highlighted. |
| format | Article |
| id | doaj-art-25bd805648e64a7e9a92f6a8451bfb48 |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2022-01-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-25bd805648e64a7e9a92f6a8451bfb482025-02-04T08:28:10ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152022-01-01011313810.26425/1816-4277-2021-11-31-382192Marketing technologies of customer relationship management: digital ecosystemsG. V. Butkovskayakaya0E. V. Sumarokova1State University of ManagementState University of ManagementDigital technologies are changing customer expectations and reshaping the boundaries of industry markets forming ecosystems. At the same time, ecosystems are built on customer needs and go beyond a simple partnership between players from different industries to bring together digitally available services or products, providing an end-to-end experience for consumers. The article summarises research findings in the field of digital marketing and digital ecosystems. Theoretical and research issues of changes in marketing techniques for customer relationship management in the digital environment have been reviewed. The experience of the world’s leading ecosystems has been systematised, the main archetypes of digital ecosystems and key success factors have been highlighted.https://vestnik.guu.ru/jour/article/view/3198digital ecosystemsdigital marketing technologiesdigital marketingmarketing management technologiesstrategic partnershipecosystem archetypesbusiness modelstrategic marketing |
| spellingShingle | G. V. Butkovskayakaya E. V. Sumarokova Marketing technologies of customer relationship management: digital ecosystems Вестник университета digital ecosystems digital marketing technologies digital marketing marketing management technologies strategic partnership ecosystem archetypes business model strategic marketing |
| title | Marketing technologies of customer relationship management: digital ecosystems |
| title_full | Marketing technologies of customer relationship management: digital ecosystems |
| title_fullStr | Marketing technologies of customer relationship management: digital ecosystems |
| title_full_unstemmed | Marketing technologies of customer relationship management: digital ecosystems |
| title_short | Marketing technologies of customer relationship management: digital ecosystems |
| title_sort | marketing technologies of customer relationship management digital ecosystems |
| topic | digital ecosystems digital marketing technologies digital marketing marketing management technologies strategic partnership ecosystem archetypes business model strategic marketing |
| url | https://vestnik.guu.ru/jour/article/view/3198 |
| work_keys_str_mv | AT gvbutkovskayakaya marketingtechnologiesofcustomerrelationshipmanagementdigitalecosystems AT evsumarokova marketingtechnologiesofcustomerrelationshipmanagementdigitalecosystems |