Role of Relationship Management and Value Co-Creation in Social Marketing

Abstract

This article addresses deep-seated problems in applying traditional relationship marketing and customer relationship management concepts in the context of social marketing. Further, it points out the recent changes in interactive technologies, culture, lifestyle, and the marketing logic and discusses the “makeover” of the concept and practices of the customer relationship management. It describes how the revised logic of marketing is more accommodative of social marketing and how the new avatar of customer relationship management 2.0 is more relevant for social marketers. It explains how the concepts and practices of customer relationship management 2.0, which are rooted in service logic, can be applied in the context of social marketing to co-create value. It explores the role of social marketers and their customers as active relationship partners and describes their interactions as a locus of value co-creations. Through these interactions, customers engage with social marketers to co-create different aspects of the market offerings, and social marketers engage in customers' value-generating processes to co-create better value-in-use. The key building blocks described in the article enable the value co-creations. The article concludes with implications in terms of how social marketers can use these insights to make the world a better place.

Can we sell security like soap?

“…Desai [12] points out that co-creation in the development of interventions increases dialogue between the target audience and the social marketer. This type of co-creation is also known as a participatory approach where the end user becomes part of the team that solves the problem -in this case by co-designing the intervention.…”

Роль Социального Маркетинга И Пиар В Контексте Глобализации И Интеграции Современного Бизнеса

“…Цель социального маркетинга -обеспечить положительные социаль-ные изменения (Andreasen, 2012), (Beall et al, 2012), (Brennan and Parker, 2014), (Bryant et al, 2014), (Carvalho and Mazzon, 2013), (Crawshaw, 2012), (Desai, 2009), (Dibb, 2014), (Dibb and Carrigan, 2013), (Domegan et al, 2013), (Firestone et al, 2016), (Fry, 2014), and (Gordon, 2013). Это может быть направлено на создание условий для приобретения, или от-каза от приобретения определенных товаров и услуг целевой аудиторией и, таким образом, способствовать улучшению социальной ситуации в обществе.…”

“…Social Marketing is focused on the application of marketing principles and methods from the commercial sector -in order to achieve non-commercial goals, influencing the targeted audience, motivating it to voluntarily accept and decline certain behavior models in the interests of certain social good , groups, organizations, and society as a whole [3; 4]. Social Marketing's goal is the provision of positive social changes [5][6][7][8][9][10][11][12][13][14][15][16][17]. It might be aimed at stimulation or prevention of purchase of certain goods and services by targeted audience and thus stimulate well-being [18][19][20][21][22][23][24] Serrat offers the following criteria of social marketing and PR.…”

Social License to Operate and Adaptive Co-Marketing: Exchange, Social Capital and Community-Based Social Marketing

“…From a marketing perspective bridging forms of social capital can provide opportunities for the marketing of information [82][83][84][85], e.g. via word of mouth.…”