%0 Journal Article
%T Contemporary marketing trends: from one-to-one marketing and the service-dominant logic to M2M communications and netnography
%A Daj
%A A.
%J Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences
%D 2012
%I Transilvania University Press
%X In recent years, a strong and unexpected growth in take-up and use of digital devices and applications - phenomenon known under the term ˇ°Web 2.0ˇ± - enabled wide-ranging interaction and collaboration between consumers. Thus, users actually become participants (co-creators not end-users) that are strengthened through the network (as a collective resource). The newly acquired knowledge has led to a profound change in the way marketing professionals conceive marketing, as a whole, and the marketing mix, in particular. Therefore, the new mindset of contemporary marketers emphasizes the importance of co-generating value by involving customers in the design and improvement process of goods and rendered services.
%K Service-dominant (S-D) marketing logic and strategy
%K Online communities
%K Netnography
%K ICT marketing tools
%K M2M communications
%U http://webbut.unitbv.ro/Bulletin/Series%20V/BULETIN%20V%20PDF/08%20daj.pdf