Improving customer relationship management through database/Internet marketing

O’Leary, Chris; Rao, Sally; Perry, Chad

doi:10.1108/03090560410518585

Cited by 58 publications

(41 citation statements)

References 17 publications

(22 reference statements)

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“…CCM builds on the techniques designed for Customer Relationship Management (CRM) (Daniel et al, 2003;O'Leary et al, 2004;Varey et al, 2002,). CCM is a more advanced marketing philosophy than CRM in a sense that CCM truly 'places the customer in the middle': CCM also allows the organisation to gather very detailed information of their customers, thus accumulate a very deep understanding of customers served.…”

Section: The Evolution Of the Ccmmentioning

confidence: 99%

Customer empowerment in tourism through consumer centric marketing (CCM)

Niininen

Buhalis

March

2007

Qualitative Market Research: An International Journal

109

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Value: CCM will be expected as the norm in the travel industry by customers of the future, yet it is only the innovators who gain real tangible benefits from this development. We outline current and future opportunities to truly place your customer at the centre and provide the organisation with some real savings/gains through the use of ICT Practical Implications: We offer tangible examples for travel industry on how to utilise this new technology. The technology is already available and the ICT companies are keen to establish ways how consumers can utilise it, i.e. by providing 'content' for these ICT products the travel industry can fully gain from these developments and also enhance consumers' gains from it. This can result in more satisfied customers for the travel (as well as ICT) companies thus truly adopting the basic philosophy of marketing

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Section: The Evolution Of the Ccmmentioning

confidence: 99%

Customer empowerment in tourism through consumer centric marketing (CCM)

Niininen

Buhalis

March

2007

Qualitative Market Research: An International Journal

109

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“…36 Nevertheless, fi rst we need to formulate, test, deploy and evaluate a complete DBM process interaction, and then annotate it in a semantic language like RDF, OWL or even in Semantic Web Language Rule (SWRL). Because of its ontological characteristic, this stage of the project turned out to be emancipatory Action Research, 37 rather than merely technical or practical. 38 The relationship between the team leader and other participants (marketers from participant organisations) was collaborative.…”

Section: Action -Research Methodologymentioning

confidence: 99%

Ontology-supported database marketing

Pinto

Marques²,

Santos³

2009

J Database Mark Cust Strategy Manag

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Database marketing (DBM) provides in -depth analysis of marketing databases. Knowledge discovery in database techniques is one of the most prominent approaches to supporting some of the DBM process phases. However, in many cases, the benefi ts of these tools are not fully exploited by marketers. Complexity and amount of data constitute two major factors limiting the application of knowledge discovery techniques in marketing activities. Currently, ontologies may here play an important role in the marketing discipline. Motivated by its success in the area of artifi cial intelligence, we propose an ontology-supported DBM approach. The approach aims to enhance DBM with ontology by providing detailed step-phase specifi c information. Our research work has its foundations in a double methodological approach using the Delphi and Action Research methodologies. First, we use Delphi to structure related DBM knowledge, and then we align our work to the Action Research methodology in order to systematise the knowledge extraction process and knowledge base creation. The issues raised in this paper both respond and contribute to calls for a DBM process improvement. Our work was evaluated in the relationship marketing domain focusing on a relational marketing programme database. The fi ndings of this study not only advance the state of DBM research, but also shed light on future research directions.

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“…Although more and more organizations and companies have "begun to use the Internet to obtain customer information in their database marketing processes to enhance customer relationship management" (O'Leary et al, 2004), few libraries have employed sophisticated CRM information systems. When it comes to digital library, CRM could be interpreted as a method of management on customer information, which is an important resource for libraries.…”

Section: 4mentioning

confidence: 99%

A Study on the Document Information Service of the National Agricultural Library for Agricultural Sci-Tech Innovation in China

Liu

Meng

2009

Computer and Computing Technologies in Agriculture II, Volume 3

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Abstract:This paper presents the significant function of the Chinese National Agricultural Library (CNAL) in the agricultural sci-tech innovation system in China, analyses the development of collection and service in the CNAL, explores the challenge towards sustain and develop information services for the agricultural sci-tech research and innovation, at last proposes the strategy for sci-tech document information service development.

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Improving customer relationship management through database/Internet marketing

Cited by 58 publications

References 17 publications

Customer empowerment in tourism through consumer centric marketing (CCM)

Customer empowerment in tourism through consumer centric marketing (CCM)

Ontology-supported database marketing

A Study on the Document Information Service of the National Agricultural Library for Agricultural Sci-Tech Innovation in China

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