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Marketing 2.0: A new marketing strategy

Author

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  • Consoli, Domenico
  • Musso, Fabio

Abstract

The advent of Web 2.0 and its collaborative tools (forums, chat, blogs, wikis) simplified the interaction among various business subjects (company, customers, suppliers). A new model of Enterprise 2.0 communicates interactively with all stakeholders, cooperate with them, listen, create, share and capitalize knowledge. Web 2.0 enhances customer relationships and supports, fully, developments in the field of marketing: from advertisement to participation, from social networking to mobile communication. In this paper we talk about Marketing 2.0 that with interactive web 2.0 tools facilitates the relationships between enterprise and customer. The enterprise communicate with customer, by a bidirectional channel, during pre and post purchase. The customer affections sentimentally and emotionally to brand and company. The enterprise can know, in real-time, reviews of customers on product/service and the degree of satisfaction and behaves accordingly. Marketing 2.0 leds companies to reach business goals using technological tools and social media that exploit, in the interactive dialogue, the old power of word of mouth

Suggested Citation

  • Consoli, Domenico & Musso, Fabio, 2010. "Marketing 2.0: A new marketing strategy," MPRA Paper 31116, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:31116
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    File URL: https://mpra.ub.uni-muenchen.de/31116/1/MPRA_paper_31116.pdf
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    References listed on IDEAS

    as
    1. Domenico Consoli, 2009. "Emotions That Influence Purchase Decisions And Their Electronic Processing," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(11), pages 1-45.
    2. Bernard Cova & Veronique Cova, 2002. "Tribal marketing: The tribalisation of society and its impact on the conduct of marketing," Post-Print hal-01822665, HAL.
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    Cited by:

    1. Musso, Fabio & Francioni, Barbara, 2009. "Foreign markets entry mode decision for SMEs. Key factors and role of industrial districts," MPRA Paper 32153, University Library of Munich, Germany.

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    More about this item

    Keywords

    marketing 2.0; user generated content; prosumer; enterprise 2.0; social media;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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