Skip to main content
SpringerLink
Log in

Evolution of the Marketing Mind-Set and the Value-Creation Process

  • Chapter
  • First Online:
Online Brand Communities

Part of the book series: Progress in IS ((PROIS))

  • 4780 Accesses

Abstract

Consolidation of social applications is changing communication between brands and their consumers. Organizations are losing their once complete control over their messages and processes of value-creation to consumers, who are becoming active participants and co-creators of value in the relationship. This requires a new focus for companies, which will have different nuances, depending on the type of electronic marketing they are using.

This chapter deals with how the new model of the Social Web has influenced the transformation of marketing. First, changes in communication between companies and consumers are described, paying special attention to the characteristics of the consumer’s profile in this context. Next, the evolution in the marketing mentality due to the expansion of the Internet is explained; here, marketing 1.0, 2.0 and 3.0 as well as their main characteristics and consequences are described. Finally, we will delve deeper into value-creation in this new model, as well as into the new aspects of marketing that have emerged as a consequence of the model (e.g., inbound marketing or crowdsourcing marketing).

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 49.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 64.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Acker, O., Gröne, F., Akkad, F., Pötscher, F., & Yazbek, R. (2011). Social CRM: How companies can link into the social web of consumers. Journal of Direct, Data and Digital Marketing Practice, 13(1), 3–10.

    Article  Google Scholar 

  • Ang, L. (2011). Community relationship management and social media. Journal of DataBase Marketing & Customer Strategy Management, 18(1), 31–38.

    Article  Google Scholar 

  • Arndt, J. (1967). Role of product-related conversation in the diffusion of a new product. Journal of Marketing Research, 4(3), 291–295.

    Article  Google Scholar 

  • Arvidsson, A. (2011). Ethics and value in customer co-production. Marketing Theory, 11(3), 261–278.

    Article  Google Scholar 

  • Bajdor, P., & Dragolea, L. (2011). The gamification as a tool to improve risk management in the enterprise. Annales Universitatis Apulensis Series Oeconomica, 13(2), 574–583.

    Google Scholar 

  • Ballantyne, D., & Varey, R. J. (2006). Creating value-in-use through marketing interaction: The exchange logic of relating, communicating and knowing. Marketing Theory, 6(3), 335–348.

    Article  Google Scholar 

  • Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a service purchase. Decision context. Journal of Service Research, 3(2), 166–177.

    Article  Google Scholar 

  • Baranek, V., & Skilton, M. (2011). Integrated cloud framework and social management or crowdsourcing the easy way. Capgemini Consulting Technology Outsourcing.

    Google Scholar 

  • Bastón, R. (2008). Web 2.0 y las redes sociales profesionales. In M. Errasti, et al.: Web 2.0 y Empresa. Manual de aplicación en entornos competitivas (pp. 196–227). Madrid: Asociación Nacional de Empresas de Internet y Comunidad de Madrid. Retrieved June 4, 2013, from http://www.a-nei.org/documentos/Web%202-0%20Empresa.pdf

  • Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal Interactive Marketing, 15(3), 31–40.

    Article  Google Scholar 

  • Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213–223.

    Article  Google Scholar 

  • Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2–20.

    Article  Google Scholar 

  • Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123–138.

    Article  Google Scholar 

  • Burgos, E., & Cortés, M. (2009). Iníciate en el marketing 2.0. Los social media como herramientas de fidelización de clientes. La Coruña, Spain: Editorial Netbiblo.

    Book  Google Scholar 

  • Caldevilla, D. (2009). Democracia 2.0: La política se introduce en las redes sociales. Revista Pensar la Publicidad, 3(2), 31–48.

    Google Scholar 

  • Carpenter, H. (2010). Crowdsourcing is the new collaboration. Retrieved June 10, 2013, from http://www.cloudave.com/772/crowdsourcing-is-the-new-collaboration/

  • Casaló, L. V., Flavián, C., & Guinalíu, M. (2008b). The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services. International Journal of Bank Marketing, 26(6), 399–417.

    Article  Google Scholar 

  • Celaya, J. (2008). La empresa en la Web 2.0: EL impacto de las redes sociales y las nuevas formas de comunicación online en la estrategia empresarial. Barcelona, Spain: Gestión 2000.

    Google Scholar 

  • Cobo, C., & Pardo, H. (2007). Planeta Web 2.0: Inteligencia colectiva o medios fast food. Barcelona/México: Grup de Recerca d’Interaccions DIgitals, Universitat de Vic.

    Google Scholar 

  • Constantinides, E., & Fountain, S. J. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9(3), 231–244.

    Article  Google Scholar 

  • Cortés, M., & Martínez-Priego, C. (2010). El nuevo marketing y la figura del community manager. Harvard Deusto Marketing y Ventas, 96, 16–24.

    Google Scholar 

  • Cova, B., & White, T. (2010). Counter-brand and alter-brand communities: The impact of Web 2.0 on tribal marketing approaches. Journal of Marketing Management, 26(3–4), 256–270.

    Article  Google Scholar 

  • Cruz, M. (2007). Web 2.0 ¿Reconfiguración social o tecnológica? Retrieved April 3, 2013, from http://www.red.com.mx/index.php?page/19

  • De Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578–596.

    Article  Google Scholar 

  • Dickie, J. (2013). How marketers use social CRM. Customer Relationship Management, 17(3), 8.

    Google Scholar 

  • Engel, J. E., Blackwell, R. D., & Kegerreis, R. J. (1969). How information is used to adopt an innovation. Journal of Advertising Research, 9(4), 3–8.

    Google Scholar 

  • Fifield, P. (2009). Strategic marketing decisions module: Lecture presentation. University of Southampton, Southampton, England.

    Google Scholar 

  • Fisher, D., & Smith, S. (2011). Cocreation is chaotic: What it means for marketing when no one has control. Marketing Theory, 11(3), 325–350.

    Article  Google Scholar 

  • Fishkin, R., & Hogenhaven, T. (2013). Inbound marketing and SEO: Insights from the Moz Blog. Chichester, England: Wiley.

    Google Scholar 

  • Frith, J. (2013). Turning life into a game: Foursquare, gamification, and personal mobility. Mobile Media and Communication, 1(2), 248–262.

    Article  Google Scholar 

  • Gamification Wiki. (2013). Definición de gamification. Retrieved June 16, 2013, from http://gamification.org/wiki/Gamification

  • Gilmore, A., Carson, D., O’donnell, A., & Cummins, D. (1999). Added value: A qualitative assessment of SME marketing. Irish Marketing Review, 12(1), 27–35.

    Google Scholar 

  • Goldenberg, B. (2011). The real value of social CRM. Customer Relationship Management, 15(11), 6.

    Google Scholar 

  • Greenberg, P. (2010). The Impact of CRM 2.0 on customer insight. Journal of Business and Industrial Marketing, 25(6), 410–419.

    Article  Google Scholar 

  • Grönroos, C., & Ravald, A. (2011). Service as business logic: Implications for value creation and marketing. Journal of Service Management, 22(1), 5–22.

    Article  Google Scholar 

  • Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449–456.

    Article  Google Scholar 

  • Gyrd-Jones, R. I., & Kornum, N. (2013). Managing the co-created brand: Value and cultural complementarity in online and offline multi-stakeholder ecosystems. Journal of Business Research, 66(9), 1484–1493.

    Article  Google Scholar 

  • Hamari, J. (2010). Game design as marketing: How game mechanics create demand for virtual goods. International Journal of Business Science and Applied Management, 5(1), 14–29.

    Google Scholar 

  • Harrison-Walker, L. J. (2001b). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75.

    Article  Google Scholar 

  • Hassan, A. (2012). The value proposition concept in marketing: How customers perceive the value delivered by firms—A study of customer perspectives on supermarkets in Southampton in the United Kingdom. International Journal of Marketing Studies, 4(3), 68–87.

    Article  Google Scholar 

  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & GremleR, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.

    Article  Google Scholar 

  • Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L, Rangaswamy, A, & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311–330.

    Google Scholar 

  • Hoffman, D. L., & Novak, T. P. (1997). A new marketing paradigm for electronic commerce. The Information Society, 13(1), 43–57.

    Article  Google Scholar 

  • Holbrook, M. B. (1994). Nature of consumer value—An axiology of services in the consumption experience. In R. T. Rust & O. R. Oliver (Eds.), Service quality: New directions in theory and practice (pp. 21–71). Newbury Park, CA: Sage.

    Chapter  Google Scholar 

  • Howe, J. (2006). The rise of crowdsourcing. Wired Magazine, 14(6). Retrieved January 27, 2014, from http://www.wired.com/wired/archive/14.06/crowds.html

  • Hung, K. H., & Li, S. Y. (2007). The influence of eWOM on virtual consumer communities: Social capital, consumer learning and behavioural outcomes. Journal of Advertising Research, 47(4), 485–495.

    Article  Google Scholar 

  • Ind, N., & Coates, N. (2013). The meanings of co-creation. European Business Review, 25(1), 86–95.

    Article  Google Scholar 

  • Johnson, S. (2013). Inbound marketing basics for accounting firms. CPA Practice Management Forum, 9(5), 7–8.

    Google Scholar 

  • Katz, E., & Lazarfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. New Brunswick, NJ: Free Press.

    Google Scholar 

  • Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0. From products to customers to the human spirit. Hoboken, NJ: Wiley.

    Book  Google Scholar 

  • Kotler, P., & Keller, K. L. (2006). Dirección de Marketing. Madrid, Spain: Pearson Educación.

    Google Scholar 

  • Kotler, P., & Keller, K. L. (2009). Dirección de Marketing. Madrid, Spain: Pearson Educación.

    Google Scholar 

  • Kozinets, R. V., Hemetsberger, A., & Schau, H. J. (2008). The wisdom of consumer crowds: Collective innovation in the age of networked marketing. Journal of Macromarketing, 28(4), 339–354.

    Article  Google Scholar 

  • Kucuk, S. U. (2011). Towards integrated e-marketing value creation process. Journal of Direct, Data and Digital Marketing Practice, 12(4), 345–363.

    Article  Google Scholar 

  • Lee, J., & Park, J. J. (2004). Democracia 2.0: La política se introduce en las redes sociales. International Journal of Advertising, 23, 253–276.

    Article  Google Scholar 

  • Lenderman, M., & Sánchez, R. (2008). Marketing experiencial. La revolución de las marcas. Madrid, Spain: ESIC.

    Google Scholar 

  • Li, C., & Bernoff, J. (2009). El mundo Groundswell. Barcelona, Spain: Ediciones Urano.

    Google Scholar 

  • Luminea, C. (2013). Gamification. Financial Management, 42(2), 13.

    Google Scholar 

  • Lusch, R. F., & Vargo, S. L. (2006). Service dominant logic: Reactions, reflections, and refinements. Marketing Theory, 6(3), 281–288.

    Article  Google Scholar 

  • Lusch, R. F., & Vargo, S. L. (2009). Service-dominant-logic: A guiding framework for inbound marketing. Marketing Review St. Gallen, 26(6), 6–10.

    Article  Google Scholar 

  • Maciá, F., & Gosende, J. (2010). Marketing online. Estrategias para ganar clientes en Internet. Madrid, Spain: Anaya Multimedia.

    Google Scholar 

  • MacStravic, S. (1999). The value marketing chain in health care. Marketing Health Services, 19(1), 14–19.

    Google Scholar 

  • Martínez-López, F. J., & Sousa, C. M. P. (2008). Marketing transformation to the new business environment. International Journal of Business Environment, 2(2), 101–115.

    Google Scholar 

  • Martínez-Ríos, A. (2007). Contenidos generados por el usuario. BIT, 165, 68–71.

    Google Scholar 

  • Martorell, C., Solanas, I., & Sabaté, J. (2011). Marcas 2.0 versus consumidores 2.0: un pulso en red. International Marketing Trends Conference Proceedings. Retrieved October 1, 2013, from http//url.academia.edu/CristinaMartorellCastellano/Papers/1074568/Marcas_2.0_versus_consumidores_2.0_un_pulso_en_la_Red

    Google Scholar 

  • Mazurek, G. (2009). Web 2.0 implications on marketing. Management of Organizations: Systematic Research, 51, 69–82.

    Google Scholar 

  • Meerman, D. (2007). The new rules of marketing and PR. Hoboken, NJ: Wiley.

    Google Scholar 

  • Muñiz, A. M., & Schau, H. J. (2011). How to inspire value-laden collaborative consumer-generated content. Business Horizons, 54(3), 209–217.

    Article  Google Scholar 

  • Muñiz, R. (2010). Marketing en el siglo XXI. Libro electrónico: Centro Estudios Financieros. Retrieved July 1, 2013, from http://www.marketing-xxi.com/marketing-presente-futuro.html

  • M2 Research. (2012). Gamification in 2012: Market update. Consumer and enterprise market trends. Retrieved February 12, 2013, from http://www.m2research.com/gamification-2012.htm

  • Nenonen, S., & Storbacka, K. (2010). Business model design: Conceptualizing networked value co-creation. International Journal of Quality and Service Sciences, 2(1), 43–59.

    Article  Google Scholar 

  • Noveck, B. S. (2009). Wiki government. How technology can make government better, democracy stronger, and citizens more powerful. Washington, DC: Brookings Institution Press.

    Google Scholar 

  • Octavio, I. (2007). Los ciberconsumidores 2.0: la indispensable “remediación” de la publicidad. XXX Congresso Brasileiro de Ciências da Comuncaçao, Sao Paulo: Intercom. Retrieved May 5, 2013, from http://s3.amazonaws.com/lcp/octavio-islas/myfiles/intercom.pdf

  • O’Reilly, T. (2005). What is Web 2.0 design patterns and business models for the next generation of software. Retrieved March 17, 2013, from http://oreilly.com/web2/archive/what-is-web-20.html

  • O’Sullivan, S. R., Richardson, B., & Collins, A. (2011). How brand communities emerge: The Beamish conversion experience. Journal of Marketing Management, 27(9–10), 891–912.

    Article  Google Scholar 

  • Pagani, M. (2013). Digital business strategy and value creation: Framing the dynamic cycle of control points. MIS Quarterly, 37(2), 617–632.

    Google Scholar 

  • Palazón, M., & Sicilia, M. (2010). Facebook, Tuenti, Twitter…: Time to move forward with virtual brand communities. Libro de Actas del XXII Congreso Nacional de Marketing, AEMARK 2010.

    Google Scholar 

  • Pateman, N., & Holt, D. (2011). Inbound marketing, Bookboon.com.

    Google Scholar 

  • Payton, S. (2009). Internet marketing for entrepreneurs. Using Web 2.0 strategies for success. New York: Business Expert Press.

    Book  Google Scholar 

  • Peterman, M., Roehm, H., & Haugtvedt, C. (1999). An exploratory attribution analysis of attitudes toward. The World Wide Web as a product information source. Advances in Consumer Research, 26, 75–79.

    Google Scholar 

  • Pongsakornrungsilp, S., & Schroeder, J. E. (2011). Understanding value co-creation in a co-consuming brand community. Marketing Theory, 11(3), 303–324.

    Article  Google Scholar 

  • Porter, M. E. (1985). Competitive advantage. New York: Free Press.

    Google Scholar 

  • Powell, G. R., Groves, S. W., & Dimos, J. (2011). ROI of the social media. Hoboken, NJ: Wiley.

    Google Scholar 

  • Prahalad, C. K. (2004). The co-creation of value. Journal of Marketing, 68(1), 23.

    Google Scholar 

  • Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competent. Harvard Business Review, 78, 78–87.

    Google Scholar 

  • Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition: Co-creating unique value with customers. Boston: Harvard Business School Publishing.

    Google Scholar 

  • Purnawirawan, N., De Pelsmacker, P., & Dens, N. (2012). Balance and sequence in online reviews: How perceived usefulness affects attitudes and intentions. Journal of Interactive Marketing, 26(4), 244–255.

    Article  Google Scholar 

  • PuroMarketing. (2008). Marketing y crowdsourcing. PuroMarketing. Retrieved February 21, 2013, from http://www.puromarketing.com/27/4456/marketing-crowdsourcing.html

  • Ramaswamy, V. (2008). Co-creating value through customers’ experiences: The Nike case. Strategy and Leadership, 36(5), 9–14.

    Article  Google Scholar 

  • Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19–30.

    Article  Google Scholar 

  • Rejón-Guardia, F., & Martínez-López, F. J. (2014). The pervasive influence of electronic word of mouth (eWOM) on today’s social consumer. In F. J. Martínez-López (Ed.), Handbook of strategic e-business management (pp. 821–839). Berlin, Germany: Springer.

    Chapter  Google Scholar 

  • Relaño, A. (2011). Consumidores digitales, un nuevo interlocutor. Distribución y Consumo, March-April, 44–51.

    Google Scholar 

  • Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68–78.

    Article  Google Scholar 

  • Rintamaki, T., Kuusela, H., & Mitronen, L. (2007). Identifying competitive customer value propositions in retailing. Managing Service Quality, 17(6), 621–634.

    Article  Google Scholar 

  • Smith, M. (2011). The new relationship marketing. Hoboken, NJ: Wiley.

    Google Scholar 

  • Street, R. (2005). La reinvención del marketing. MK Marketing+Ventas, 200, 8–13.

    Google Scholar 

  • Tasner, M. (2010a). Marketing in the moment: The practical guide to using Web 3.0 marketing to reach your customers first, FT Press. Retrieved June 12, 2013, from http://my.safaribooksonline.com/book/sales-and-marketing/9780132487245

  • Taylor, D. G., & Strutton, D. (2010). Has e-marketing come of age? Modeling historical influences on post-adoption era Internet consumer behaviors. Journal of Business Research, 63(9–10), 950–956.

    Article  Google Scholar 

  • Tezinde, T., Smith, B., & Murphy, J. (2002). Getting permission: Exploring factors affecting permission marketing. Journal of Interactive Marketing, 16(4), 28–36.

    Article  Google Scholar 

  • Thom, J., Millen, D. R., & DiMicco, J. (2012). Removing gamification from an enterprise SNS. Proceedings of the Fifteenth Conference on Computer Supported Cooperative Work 2012, Seattle, WA: IEEE, 1067–1070.

    Google Scholar 

  • Tuskej, U., Golob, U., & Podnar, K. (2011). The role of consumer-brand identification in building brand relationships. Journal of Business Research, 66(1), 53–59.

    Article  Google Scholar 

  • Van Ess, H. (2010). Harvesting knowledge. Success criteria and strategies for crowdsourcing. Retrieved June 2, 2013, from http://www.slideshare.net/searchbistro/harveting-knowledge-how-to-crowdsource-in-2010

  • Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17.

    Article  Google Scholar 

  • Vassileva, J. (2012). Motivating participation in social computing applications: A user modeling perspective. User Modeling and User-Adapted Interaction, 22(1–2), 177–201.

    Article  Google Scholar 

  • Villanueva, M. A. (2011). Marketing de Relaciones en Internet. Análisis empírico de las empresas de Venezuela. Ph.D. Thesis, Universidad de Málaga, Málaga, Spain.

    Google Scholar 

  • Villanueva, J., & Armelini, G. (2007). El boca oreja electrónico: ¿Qué sabemos de esta poderosa herramienta de Marketing? Cuadernos del ebcenter, e-business Center PricewaterhouseCooper and IESE.

    Google Scholar 

  • Wangenheim, F., & Bayón, T. (2004). Satisfaction, loyalty and word of mouth within the customer base of a utility provider: Differences between stayers, switchers and referral switchers. Journal of Consume Behavior, 3(3), 211–220.

    Article  Google Scholar 

  • Weber, L. (2007). Marketing to the Social Web. How digital customer communities build your business. Hoboken, NJ: Wiley.

    Google Scholar 

  • Wikipedia. (2012). C rowdfunding definition. Retrieved April 21, 2013, from http://es.wikipedia.org/wiki/Financiaci%C3%B3n_en_masa

  • Wikipedia. (2013). G amification definition. Retrieved April 21, 2013, from http://es.wikipedia.org/wiki/Gamificaci%C3%B3n

  • Woisetschläger, D. M., Hartleb, V., & Blut, M. (2008). How to make brand communities work: Antecedents and consequences of consumer participation. Journal of Relationship Marketing, 7(3), 237–256.

    Article  Google Scholar 

  • WOMMA. (2012). WOM definition. Retrieved May 8, 2013, from http://www.wommapedia.org/

  • Woodcock, N., Broomfield, N., Geoff, D., & Starkey, M. (2010). The evolving data architecture of social customer relationship management. Journal of Direct, Data and Digital Marketing Practice, 12(3), 249–266.

    Article  Google Scholar 

  • Woodcock, N., Green, A., & Starkey, M. (2011). Social CRM as a business strategy. Journal of Database Marketing and Customer Strategy Management, 18, 50–64.

    Article  Google Scholar 

  • Woodruff, R. B., & Gardial, S. (1996). Know your customers—New approaches to understanding customer value and satisfaction. Oxford, England: Blackwell.

    Google Scholar 

  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.

    Article  Google Scholar 

  • Zichermann, G., & Cunningham, C. (2011). Gamification by design. Implementing game mechanics in Web and mobile apps. Sebastopol, Ontario, Canada: O’Really Media.

    Google Scholar 

  • Zichermann, G., & Linder, J. (2010). Game-based marketing. Inspire customer loyalty through rewards, challenges, and contest. Hoboken, NJ: Wiley.

    Google Scholar 

  • Zwass, V. (2010). Co-creation: Toward a taxonomy and an integrated research perspective. International Journal of Electronic Commerce, 15(2), 11–48.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Dept. Business Administration, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Marketing Group, Open University of Catalonia, Barcelona, Spain

    Francisco J. Martínez-López

  3. Dept. Economics & Business Administration, University of Malaga, Malaga, Spain

    Rafael Anaya-Sánchez, Rocio Aguilar-Illescas & Sebastián Molinillo

Authors
  1. Francisco J. Martínez-López
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Rafael Anaya-Sánchez
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Rocio Aguilar-Illescas
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Sebastián Molinillo
    View author publications

    You can also search for this author in PubMed Google Scholar

Rights and permissions

Reprints and permissions

Copyright information

© 2016 Springer International Publishing Switzerland

About this chapter

Cite this chapter

Martínez-López, F.J., Anaya-Sánchez, R., Aguilar-Illescas, R., Molinillo, S. (2016). Evolution of the Marketing Mind-Set and the Value-Creation Process. In: Online Brand Communities. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-319-24826-4_5

Download citation

Publish with us

Policies and ethics

Search

Navigation