Marketing technologies of customer relationship management: digital ecosystems
https://doi.org/10.26425/1816-4277-2021-11-31-38
Abstract
Digital technologies are changing customer expectations and reshaping the boundaries of industry markets forming ecosystems. At the same time, ecosystems are built on customer needs and go beyond a simple partnership between players from different industries to bring together digitally available services or products, providing an end-to-end experience for consumers. The article summarises research findings in the field of digital marketing and digital ecosystems. Theoretical and research issues of changes in marketing techniques for customer relationship management in the digital environment have been reviewed. The experience of the world’s leading ecosystems has been systematised, the main archetypes of digital ecosystems and key success factors have been highlighted.
About the Authors
G. V. Butkovskayakaya
State University of Management
Russian Federation
Russian Federation
Cand.Sci. (Econ.),
Moscow
E. V. Sumarokova
State University of Management
Russian Federation
Russian Federation
Cand.Sci. (Econ.),
Moscow
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Review
For citations:
Butkovskayakaya G.V., Sumarokova E.V. Marketing technologies of customer relationship management: digital ecosystems. Vestnik Universiteta. 2021;(11):31-38. (In Russ.) https://doi.org/10.26425/1816-4277-2021-11-31-38
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