The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
eCRM Marketing Intelligence in a Manufacturing Environment
|
Author(s): Aberdeen Leila Borders (Kennesaw State University, USA), Wesley J. Johnston (Georgia State University, USA), Brett W. Young (Georgia State University, USA)and Johnathan Yehuda Morpurgo (University of New Orleans, USA)
Copyright: 2009
Pages: 7
Source title:
Encyclopedia of Information Science and Technology, Second Edition
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-60566-026-4.ch197
Purchase
|
Abstract
This article examines the issue of electronic customer relationship management (eCRM) in a manufacturing context. ECRM has been described as the fusion of a process, a strategy, and technology to blend sales, marketing, and service information to identify, attract, and build partnerships with customers (Bettis-Outland & Johnston, 2003; Jaworski & Jocz, 2002). Although some customers still pay a premium for face-to-face or voice-to-voice interaction in today’s hightech world, through external (e.g., advertising) and internal (e.g., word-of-mouth) influence, the diffusion of the use of eCRM to build and sustain customer loyalty as a firm’s strategy is on the rise. Manufacturers use the knowledge of their customers’ needs and preferences to manage profitable customer interactions. This increased use of eCRM as a new manifestation (technological consolidation) of firmly established customer relationship management techniques has been shown to improve customer relationships and enhance customization (Kennedy, 2006).
Related Content
Christine Kosmopoulos.
© 2022.
22 pages.
|
Melkamu Beyene, Solomon Mekonnen Tekle, Daniel Gelaw Alemneh.
© 2022.
21 pages.
|
Rajkumari Sofia Devi, Ch. Ibohal Singh.
© 2022.
21 pages.
|
Ida Fajar Priyanto.
© 2022.
16 pages.
|
Murtala Ismail Adakawa.
© 2022.
27 pages.
|
Shimelis Getu Assefa.
© 2022.
17 pages.
|
Angela Y. Ford, Daniel Gelaw Alemneh.
© 2022.
22 pages.
|
|
|