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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 1741-0398
- DOI
- 10.1108/17410390410566698
- Publisher site
- See Article on Publisher Site
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.
Journal
Journal of Enterprise Information Management – Emerald Publishing
Published: Dec 1, 2004
Keywords: Customer relations; Electronic commerce; Relationship marketing