An Extended CRM Model: Prosumer-Oriented Relationship Management Tools and their Functionalities

Monica Izvercian; Sabina Alina Seran

doi:10.4028/www.scientific.net/AMM.411-414.2391

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HomeApplied Mechanics and MaterialsApplied Mechanics and Materials Vols. 411-414An Extended CRM Model: Prosumer-Oriented...

An Extended CRM Model: Prosumer-Oriented Relationship Management Tools and their Functionalities

Abstract:

The present paper examines the CRM evolution from extended customer to prosumer management, proposing a new trend, the Prosumer-oriented Relationship Management (PoRM) as a natural pursue of market position and marketing advantages. The prosumer innovative potential can be engaged and taken as an advantage with appropriate tools and management orientation. As argued by the authors, PoRM is enabled by IT, therefore the IT tools functionalities have to comply with prosumer characteristics and desires. The originality of this approach is represented by the functional guide for selecting the best IT tools functionalities for prosumer creative engagement.

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Periodical:

Applied Mechanics and Materials (Volumes 411-414)

Pages:

2391-2394

DOI:

https://doi.org/10.4028/www.scientific.net/AMM.411-414.2391

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Online since:

September 2013

Authors:

Monica Izvercian, Sabina Alina Seran

Keywords:

CRM, Innovation, PoRM, Prosumer, Web 2.0 Tools

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