Evolution of the Marketing Mind-Set and the Value-Creation Process

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas and Sebastián Molinillo
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Francisco J. Martínez-López: University of Granada
Rafael Anaya-Sánchez: University of Malaga
Rocio Aguilar-Illescas: University of Malaga
Sebastián Molinillo: University of Malaga

Chapter Chapter 5 in Online Brand Communities, 2016, pp 65-85 from Springer

Abstract: Abstract Consolidation of social applications is changing communication between brands and their consumers. Organizations are losing their once complete control over their messages and processes of value-creation to consumers, who are becoming active participants and co-creators of value in the relationship. This requires a new focus for companies, which will have different nuances, depending on the type of electronic marketing they are using. This chapter deals with how the new model of the Social Web has influenced the transformation of marketing. First, changes in communication between companies and consumers are described, paying special attention to the characteristics of the consumer’s profile in this context. Next, the evolution in the marketing mentality due to the expansion of the Internet is explained; here, marketing 1.0, 2.0 and 3.0 as well as their main characteristics and consequences are described. Finally, we will delve deeper into value-creation in this new model, as well as into the new aspects of marketing that have emerged as a consequence of the model (e.g., inbound marketing or crowdsourcing marketing).

Keywords: Social Medium; Virtual World; Virtual Community; Corporate Reputation; Collective Intelligence (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-24826-4_5

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