engleski

MARKETING IN THE FUNCTION OF THE NEW INTELLIGENT CONSUMER ELECTRONICS

Computers have seriously entered the business sphere back in the seventies of the last century. First of all, they were used to eliminate manual administrative work associated with accounting and fi nance. Th e eighties were marked by the personal computer which massively entered the business sphere and because of the friendly price and multimedia features, it decentralized and reorganized data processing. Th e usage of computers in the eighties has spread from accounting and fi nance sphere to every part of the business. Computers also became a common part of the production preparation and production realization through numerically controlled machines. Capabilities as much as the possibilities of computer usage in business have signifi cantly grown in the moment of democratization of the global computer network Internet, which has allowed direct interaction between the market and business. Th e result of these processes is the emergence and evolution of concepts such as electronic commerce, electronic business, electronic marketing, customer relationship management and the like. But as the computer power increased, along with price decreases and computer size reduction, the more machines started to use computers for their specialized and general purposes. Today computers are used to control and manage almost all devices, from complex intelligent systems used for transport, to home appliances such as TV sets, oven and refrigerators. Since computers are so omnipresent in all spheres of life, there is a possibility to use them for improvement of customer relationship management as well as business process automation associated with satisfying the needs of customers. Generally speaking, the evolutive processes in information- communication technology enable evolutive processes in marketing, customer relationship management, electronic business, computer aided manufacturing, and other areas. Most signifi cantly, the development of information-communication technology enables the evolution of customer relationship management concept into automatisation of management of all relationships i.e. business processes of manufacturing businesses. It is necessary to prepare for these changes and build models to ensure management of the business of the future which will automatize processes with the help of intelligent consumer touchpoints that are created with the intelligent consumer electronics.

Consumer Electronics, Internet of Th ings, information-communication technology, relationship marketing, Customer Relationship management JEL Classifi cation: M3, M31

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