Improving customer relationship management through database/Internet marketing

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dc.contributor.authorO'Leary, C.
dc.contributor.authorRao Hill, S.
dc.contributor.authorPerry, C.
dc.date.issued2004
dc.description.abstractFirms have only just begun to use the Internet to obtain customer information in their database marketing processes to enhance customer relationship management. This research uses an action research approach to develop a new framework about how they can do this. The action research project was carried out in a large Australian database company because no other sources of empirical information about the topic were available and it could provide rich findings about an under-researched, practical area. Results showed that integration of the Internet and database marketing enhances the effectiveness of customer relationship management practices. For example, the Internet offers benefits such as increased consumer data collection accuracy and speed, cost savings, greater interaction and better relationships with customers. This research also identifies that organizational culture, top management support and collaboration between marketing and IT teams need to be in place to provide a supportive environment that is critical for the success of the integration.
dc.description.statementofresponsibilityChris O'Leary, Sally Rao, Chad Perry
dc.identifier.citationEuropean Journal of Marketing, 2004; 38(3-4):338-354
dc.identifier.doi10.1108/03090560410518585
dc.identifier.issn0309-0566
dc.identifier.orcidRao Hill, S. [0000-0002-0118-2841]
dc.identifier.urihttp://hdl.handle.net/2440/1297
dc.language.isoen
dc.publisherEmerald Group Publishing Limited
dc.source.urihttp://www.emeraldinsight.com/Insight/viewContentItem.do?contentType=Article&contentId=853924
dc.titleImproving customer relationship management through database/Internet marketing
dc.typeJournal article
pubs.publication-statusPublished

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