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Relationship marketing with consumers in the world of Web 2.0

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Theories of relationship marketing are moving on. At the 16th International Colloquium in Relationship Marketing, experts in the field discussed the continuing relevance of established theories, and presented papers which sought to update theory in the context of rapidly changing practice. Relationship marketing first came to prominence in the academic literature during the 1990s, but since then, the marketing environment has continued to evolve. The dramatic fall in costs of computing which occurred in the 1990s caused great excitement among firms who were now able to cost effectively manage millions of consumer relationships, to understand their behaviour and predict what they might want to buy next. Further developments in technology, and the emergence of "Web 2.0" have enabled new dimensions of relationships to emerge - not just between a company and its customers, but between customers themselves.
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Document Type: Editorial

Publication date: 2009-03-01

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