HOW MARKETING AND CUSTOMERS WILL BE AFFECTED BY CLOUD COMPUTING?

Market conditions, developments in industry and information technology, customer demands and globalization affect the marketing trends and related environments. Marketing 1.0 just focus on selling the product by using mass communication tools, while marketing 2.0 is based on the purpose of satisfying the customers and creating the brand loyalty with differentiation efforts in the time of high competitive world. Marketing 3.0 is value centric approach that defines the consumers as a human which are mainly affected by emotional and rational needs besides they can easily interact with each other with communication tools such as social media. At the same time, technological developments affect this process with web 1.0, web 2.0 and web 3.0. Evolution of web technologies provide more interactive, customized, collaborative, focused on individuals, advertising oriented and etc. Besides, the communication developments the new concept called cloud computing is trying to achieve the marketing 3.0 efforts. While examining the cloud computing, it is found out that there are lots of advantages of them related to marketing field such as companies can carry out the marketing campaigns in shorter time and lower price, access the customer data more efficiently, data integration and data mining can be more successful and they can access the marketing software more easily. There are lots of definitions and terminologies related to cloud computing and most of them are confusing. Throughout the research, the definition of cloud computing is going to be examined and this research will cover the concepts of cloud computing and usage examples with the effects on marketing trends and Customer Relationship Management (CRM) tools

Keywords:

Cloud Computing, SFA, CRM, Social Media Sales Force.,

PDF

___

Buehrer, R., Senecal, S., & Pullins, E. B. (2005). Sales Force Technology usage- reasons, barriers and support: an exploratory investigigation. Industrial Marketing Management 34 , 389-398.
Bush, A. J., Moore, J. B., & Rocco, R. (2005). Understanding sales force automation outcomes: a managerial perspective. Industrial Marketing Management, 34(4), 369−377.
Campbell, Tim (1998). Beating sales force technophobia. Sales and Marketing Management, 150(3), 68– 73.
Davis R, Wong D. Conceptualizing and measuring the optimal experience of the eLearning environment. Dec Sci: J Innov Educ 2007; 5:97-126.
Frook, John E. (2000). Sales tools as friends, not foes. B to B, 85(3), 55.
Gilbert, Jennifer (2004). No strings attached. Sales and Marketing Management, 22– 27.
Honaycutt, E. D., Thelen, T., Thelen, S. T., & Hodge, S. K. (2005). Impediments to sales force automation. Industrial Marketing Management 34 (2005) , 313-322.
Jones, Eli, Sundaram, Suresh, & Chin, Wynne (2002). Factors leading to sales force automation use: A longitudinal analysis. Journal of Personal
Selling & Sales Management, 22(3), 145– 156. Marston, S., Li, Z., Bandyopadhyay, S., Zhang, J., & Ghalsasi, A. (2011). Cloud computing — The business perspective. Decision Support Systems 51 , 176–189.
Michael Ahearne D., Hughes, D. E., & Schillewaert, N. (2007). Why sales reps should welcome information technology: Measuring the impact of CRM-based IT on sales effectiveness. Intern. J. of Research in Marketing 24 , 336–349.
Parthasarathy, Madhavan, & Sohi, Ravipreet (1997). Salesforce automation and the adoption of technology innovations by salespeople: Theory and implications. Journal of Business and Industrial Marketing, 12(3/4), – 208.
Phan, D. D., & Vogel, D. R. ( 2010). A model of customer relationship management and business intelligence systems for catalogue and online retailers.
Information & Management 47 , 69–77. Roman S, Iacobucci D. Antecedents and consequences of adaptive selling confidence and behavior: a dyadic analysis of salespeople and their customers. J Acad Mark Sci2010; 38: 363–82.
Siebel, T. M., & Malone, M. S. (1996). Virtual selling: Going beyond the automated sales force to achieve total sales quality. New York7 The Free Press.
Sujan, H., Sujan, M., & Bettman, J. R. (1988, February). Knowledge structure differences between more effective and less effective salespeople. Journal of
Marketing Research, 23, 41−49. Sultan, N. (2010). Cloud computing for education: Anew dawn? International
Journal of Information Management 30 , 109-116. Swift, Ronald S., (2001), Accelerating Customer Relationship, NJ, Prentice Hall.
Widmier, Scott M., Jackson, Donald W., & Brown McCabe, Deborah (2002). Infusing technology into personal selling. Journal of Personal
Selling and Sales Management, 22(3), 189–198.