INMA_A01.QXD

intermediary. New channel structures are available through direct sales and linking to new intermediaries. Steps must be taken t ...

References Aaker, D. and Joachimsthaler, E. (2000) Brand Leadership. Free Press, New York. Allen, E. and Fjermestad, J. (2001) E ...

Johnson, E., Moe, W., Fader, P., Bellman, S. and Lohse, G. (2004) On the depth and dynamics of online search behavior, Managemen ...

Further reading Allen, E. and Fjermestad, J. (2001) E-commerce marketing strategies: a framework and case analysis, Logistics In ...

CHAPTER 6· RELATIONSHIP MARKETING USING THE INTERNET Learning objectives After reading this chapter, the reader should be able t ...

Building long-term relationships with customers is essential for any sustainable business, and this applies equally to online el ...

This chapter begins by introducing the key concepts of relationship marketing and e-CRM. We then review, in more detail how e-CR ...

breakeven on ‘one-time’ shoppers. For grocery e-tailers, customers have to be retained for 18 months for breakeven. The study al ...

Differentiating customers by value A core approach to relationship marketing is to focus our limited resources and market- ing a ...

Customer loyalty Another core facet of relationship marketing is its focus on increasing customer loyalty, particularly of the M ...

CHAPTER 6· RELATIONSHIP MARKETING USING THE INTERNET E-CRM or electronic customer relationship managementinvolves creating strat ...

Managing e-mail list quality(coverage of e-mail addresses and integration of customer profile information from other databases ...

Marketing applications of CRM A CRM system supports the following marketing applications: 1 Sales force automation (SFA). Sales ...

The data within CRM systems were reported to be used for marketing applications as follows:
targeted marketing, 80%;
segment ...

CHAPTER 6· RELATIONSHIP MARKETING USING THE INTERNET The new data environment was developed to facilitate all of those things. I ...

As was explained in Chapter 4 in the section on target marketing strategy and through Mini Case Study 4.2 on Euroffice, assessin ...

You can see that this framework distinguishes between customer retention and cus- tomer extension. Retention involves keeping th ...

to receive further communications from a company (see Figure 3.3 for further examples). This approach is referred to as ‘opt-in’ ...

Principle 3. Offer a range of opt-in incentives. Many web sites now have ‘free-win-save’ incentives to encourage opt-in, but of ...

customisation of information requested by a site customer at an individuallevel. Mass customisation involves providing tailored ...