Integrating internet/database marketing for CRM
Date
2005
Authors
Rao Hill, S.
O'Leary, C.
Editors
Davies, R.
Roth, K.
Appicello, A.
Neidig, J.
Schmidt, A.
Roth, K.
Appicello, A.
Neidig, J.
Schmidt, A.
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Book chapter
Citation
Advances in E-Marketing, 2005 / Davies, R., Roth, K., Appicello, A., Neidig, J., Schmidt, A. (ed./s), pp.157-174
Statement of Responsibility
Conference Name
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>