Marketing and marketing communications have changed dramatically over the past 50 years. This article traces the changes through a set of models, starting with Customer Marketing (CM) then Customer Relationship Marketing (CRM) and finally CN2, the Customer Networked/Negotiated system. Illustrative details are provided for each of the systems. Based on this evolution, a new academic/professional research agenda is proposed.
|Original language||English (US)|
|Title of host publication||The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World|
|Subtitle of host publication||Proceedings of the 2011 World Marketing Congress|
|Editors||Colin L Campbell|
|Number of pages||7|
|State||Published - 2017|
|Name|| Developments in Marketing Science: Proceedings of the Academy of Marketing Science|