E-relationship marketing: Changes in traditional marketing as an outcome of electronic customer relationship management

Document Type

Article

Publication Date

12-1-2004

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. © 2004, Emerald Group Publishing Limited

Identifier

84986065206 (Scopus)

Publication Title

Journal of Enterprise Information Management

External Full Text Location

https://doi.org/10.1108/17410390410566698

ISSN

17410398

First Page

410

Last Page

415

Issue

6

Volume

17

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