CHAPTER 6· RELATIONSHIP MARKETING USING THE INTERNET

Learning objectives

After reading this chapter, the reader should be able to:

 Assess the relevance of the concepts of relationship, direct and

database marketing on the Internet

 Evaluate the potential of the Internet to support one-to-one

marketing and the range of techniques and systems available to

support dialogue with the customer over the Internet

 Assess the characteristics required of tools to implement one-to-

one marketing

Questions for marketers

Key questions for marketing managers related to this chapter are:

 How can the Internet be used to support the different stages of the

customer lifecycle?

 How do I implement permission marketing?

 What do personalisation and mass customisation mean and how

should I apply them in my marketing?

Links to other chapters

Related chapters are:

Chapter 4 introduces customer lifecycle-based segmentation

models

Chapter 7 has guidelines on how to develop the right customer

experience to assist in forming and maintaining relationships

Chapter 8 describes methods of acquiring customers for one-to-one

marketing

Chapters 10 and 11 give examples of relationship marketing in the

business-to-consumer and business-to-business markets

6

Main topics

Key concepts of relationship

marketing 258

Key concepts of electronic

customer relationship

management (e-CRM) 262

Customer lifecycle

management 267

Approaches to implementing

e-CRM 272

Case study 6

Boots mine diamonds in their

customer data 291

Chapter at a glance

Relationship marketing

using the Internet

INMA_C06.QXD 19/5/06 3:35 pm Page 256