E‐relationship marketing: changes in traditional marketing as an outcome of electronic customer relationship management

Shannon Sue Scullin (School of Management, New Jersey Institute of Technology, Newark, New Jersey, USA)
Jerry Fjermestad (School of Management, Information Systems Department, New Jersey Institute of Technology, Newark, New Jersey, USA)
Nicholas C. Romano Jr (Department of Management Science and Information Systems, College of Business Administration, Oklahoma State University, Tulsa, Oklahoma, USA)

Journal of Enterprise Information Management

ISSN: 1741-0398

Publication date: 1 December 2004

Abstract

Marketing concepts and definitions have remained relatively unchanged until recently. Electronic customer relationship management (eCRM) has forced marketing managers to reevaluate how, when and to what extent they interact with their customers. This paper is focused on the role of specific marketing concepts and how eCRM has enhanced or altered each concept. Every topic discussed is illustrated with current business examples. Several examples from the business trade press are used to illustrate the success an organization can achieve when using eCRM to enhance marketing skills.

Keywords

Citation

Sue Scullin, S., Fjermestad, J. and Romano, N. (2004), "E‐relationship marketing: changes in traditional marketing as an outcome of electronic customer relationship management", Journal of Enterprise Information Management, Vol. 17 No. 6, pp. 410-415. https://doi.org/10.1108/17410390410566698

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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