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.
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/10.1108/17410390410566698Download as .RIS
Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited