E-commerce - the tools to do CRM properly at last?

Laurence Grinter, Neil Fox and David Burrows

The authors remind readers that customer relationships management in the e-commerce sector has been widely criticised.

E-Commerce The Tools To Do CRM Properly At Last?

Laurence GrinterNeil FoxandDavid BurrowsTDA

E-commerce is about more than simply handling transactions over the internet. Marketers have seized upon online media as the ideal channels for carrying out permission marketing and customer relationship management CRM. However, CRM and therefore e-CRM has been widely criticised for failing to deliver the promised benefits. In this article we argue that successful e-commerce is not just about technology, it is about understanding and responding to the fact that some people want rational benefits from brands, while others...

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