E‐relationship marketing: changes in traditional marketing as an outcome of electronic customer relationship management

Abstract

Marketing concepts and definitions have remained relatively unchanged until recently. Electronic customer relationship management (eCRM) has forced marketing managers to reevaluate how, when and to what extent they interact with their customers. This paper is focused on the role of specific marketing concepts and how eCRM has enhanced or altered each concept. Every topic discussed is illustrated with current business examples. Several examples from the business trade press are used to illustrate the success an organization can achieve when using eCRM to enhance marketing skills.

A Comparative Case Study Investigating the Adoption of Customer Relationship Management (CRM) The Case of Tesco and Sainsbury's

“…Technological innovations are having influences on the traditional modes of CRM at least for the last few decades. Such influences have found their ways through arguments of Kotorov (2003), Bose and Sugumaran (2003) and Scullin, et. al., (2004).…”

Going with the consumer towards the social web environment: a review of extant knowledge

“…b) The identification of the reasons the shopping cart is abandoned after an item is selected. The following enumeration serves to highlight the most recurrent reasons that have been observed, (Donthu, 2001;Plant et al, 2003;Scullin et al, 2004;Van Iwaarden et al, 2003): unsatisfactory comparison with parallel purchasing processes which take place on the Web, change of opinion, product costs which are too high, a purchasing process which is too complicated -which generates a feeling of desperation and frustration in the consumer-, the request of too much personal information, confusing closing process, etc. c) Why there is no correspondence between the number of more or less regular purchasers and the number of visits.…”

Stakeholder Perceptions Regarding eCRM: A Franchise Case Study

“…Some research refers to eCRM as a philosophy (Crafton, 2002), some consider eCRM a marketing strategy , and others refer to specific software tools, methods, and systems as eCRM (H. M. Chen, Chen, & Kazman, 2007;Scullin, Fjermestad, & Romano, 2004). To complicate matters, in some instances, eCRM is differentiated as either analytical or operational (Fjermestad & Romano, 2003;Swift, 2002).…”