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Integrating Internet/Database Marketing for CRM
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Author(s): Sally Rao (Adelaide University, Australia)and Chris O’Leary (MSI Business Systems Pty Ltd., Australia)
Copyright: 2005
Pages: 18
Source title:
Advances in Electronic Marketing
Source Author(s)/Editor(s): Irvine Clarke III (James Madison University, USA)and Theresa B. Flaherty (James Madison University, USA)
DOI: 10.4018/978-1-59140-321-0.ch009
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Abstract
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.
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