Customers Knowledge and Relational Marketing: A Web 2.0 Perspective

The radical changes occurring in the global business environment, that is, in the information technology field and in management practices, call for a general rethinking of firms strategic positioning and competition. In this scenario, firms having the capacity to manage all of their own intellectual assets seem to be the only way to survive and succeed. The ability to comprehend the role that customers can play in contributing to a firm’s value creation is one of the main elements behind the growing attention of researchers and managers in context to managing a firm’s relationship with customers. This paper highlights the relevance of a Customers Relationship Management (CRM) issue in a Knowledge Management perspective as well as in Relational Marketing. In addition, this study shows how the rising and large adoption of Web 2.0 technologies represents a real opportunity for the effective implementation of a CRM strategy.