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https://hdl.handle.net/2440/31176
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Type: | Book chapter |
Title: | Integrating internet/database marketing for CRM |
Author: | Rao Hill, S. O'Leary, C. |
Citation: | Advances in E-Marketing, 2005 / Davies, R., Roth, K., Appicello, A., Neidig, J., Schmidt, A. (ed./s), pp.157-174 |
Publisher: | IGI Global |
Publisher Place: | Hershey PA 17033 |
Issue Date: | 2005 |
ISBN: | 1591403219 9781591403210 |
Editor: | Davies, R. Roth, K. Appicello, A. Neidig, J. Schmidt, A. |
Abstract: | <jats:p>Firms have only just begun to fully use the Internet to obtain customer information in their database marketing processes to enhance customer relationship management (CRM). This chapter introduces a framework about how they can do this. Essentially, it argues that the advent of Internet/database marketing brings solutions to some of the difficulties in customer relationship management by providing one-to-one interactivity and customization. For example, the Internet offers benefits, such as increased consumer data collection accuracy and speed, cost savings in collecting data, greater interaction, and better relationships with customers. This chapter develops a framework for integrating the Internet and database marketing to help marketers improve customer relationship management through rigorous action research.</jats:p> |
DOI: | 10.4018/978-1-59140-321-0.ch009 |
Published version: | http://dx.doi.org/10.4018/978-1-59140-321-0.ch009 |
Appears in Collections: | Aurora harvest 6 Business School publications |
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