Current Proceedings on Technology

Yazarlar: Klaus B. Schebesch, Nicolae Al. Pop

Konular:-

Anahtar Kelimeler:Computational Marketing,Trust,Complementarities,Recommender Systems,Competition,Relational Marketing

Özet: The dynamics of science and technology, of knowledge in general, as well as new consumer mentalities have often changed the dominant views within Marketing. Starting out from the holistic concept introduced to Marketing by Kotler a decade ago, now one may discover several bridges to Computational Marketing. For many product categories an integrated and marketing oriented product design process can now very successfully use massively databased, computational methods including innovation contests and crowd sourcing.We propose to consider the influence of trust formation and relational marketing on the social computing process underlying market activities by means of identifying and exploiting complementarities. Such complementarities can appear at the organisational or at the technological level within relations between customers and producers and they also may be undervalued in a competitive world acquainted with highly substitutive alternatives. The paper is mainly conceptual. We propose to extend computational approaches for supporting the marketing based design cycle by relational marketing approaches, which are expected to be better capable of coordinating future complementary and competitive recommender-like systems.

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