Customer Relationship Management in Electronic Markets

Gopalkrishnan R Iyer, David Bejou

• Publisher: Routledge
• Year: 2014
• eBook ISBN: 9781317718789
• Topic: Business
• Subtopic: Business General
• Index: Business

Discover an important tool in the development of new marketing strategies for satisfying online customers!

Edited by two experts in the fields of business and marketing, Customer Relationship Management in Electronic Markets is designed to help you build Internet relationships that lead to customer retention and long-term loyalty. With this book, you will be able to offer customers the benefits they seek in the virtual marketplace and serve their best interests. Examining Web sites, e-mail, data mining, and other technology, this valuable tool can help you attract and keep the customers who will be the most profitable for your business.

Despite many predictions that electronic marketing would create high profits for lower costs, many businesses have been discouraged by low yields due to ineffectual methods of obtaining and maintaining customers. Customer Relationship Management in Electronic Markets provides multiple frameworks, strategies, and techniques around which to organize your company's electronic marketing plans. It shows you how to calculate trends, predict customer loss and gain, and prevent dissolution through analysis of the customer's ever-changing needs. This volume also utilizes examples of real successful companies that have used the Internet to the fullest extent, like Staples, Dell, and Amazon.com.

Customer Relationship Management in Electronic Markets is an excellent resource for individuals engaged in any aspect of business relationships, from customer service managers, consultants and corporate trainers in marketing, to owners of major corporations, online businesses and entrepreneurs, and students in the field. Specifically, you will gain information on the following:

• business-to-business (B2B) and business-to-customer (B2C) exchangessimilarities, differences, and how the Internet has changed these relationships
• the prospects of the Internet for marketing and customer relationshipspredictions, positive effects, and negative effects from its inception to today
• how to develop and maintain a loyal customer base via the Internet
• improving B2B exchanges and business buyer relationship management through seamless Internet integration
• how to create a Web site that satisfies loyal customers and draws in new customers

Featuring several charts, tables, and graphs, this guide provides effective measures that you can institute to ensure your company's longevity. Customer Relationship Management in Electronic Markets will help you create marketing strategies that will successfully meet the needs of your customers and enhance your business reputation.

Index

Access convenience, 40

Active technologies, 97–99, 105

Alamo Rental Cars, 43

Amazon.com, 15–30. See also eCRM

privacy policy, 18

product range, 26

recommender software, 98–99

reinforcement, 20–21

trust level, 19–20

value chain, 21

Analytical CRM, 88

Anonymity, as consumer benefit, 91

Any-to-any exchanges, 70

Asset specificity, 56

Auctions, 94–95, 100–101

Awareness stage, 102–103

Babson College, 31–49

B2B, 3. See also Business buyer relationship management

background and principles, 52–53

buying exchanges, 53–54

buying group exchange, 62

corporate exchanges, 63

future directions, 9–10

future research, 63–64

relationships as critical, 54–55

third-party (open) exchange, 61–62

transactional cost framework, 55–60

B2C, 3, 15–30, 88

box-pack-ship, 21

consumer relational needs, 17–18

customer convenience, 39–41

expectations/performance gap, 23, 26–27

five steps of building, 24–27

future directions, 9–10

in-store salesforce and, 38

literature review, 16–17

loyalty, 31–49

perceived value, 39–41

reinforcement, 20–21

relational goal, 10

stages of commitment, 19–20

transactional goals, 10

transaction types, 21–23

website issues, 37–38

Benefit convenience, 40–41

Best Buy, 43

Bose Corporation, 54–55

Business buyer relationship management, 67–82

any-to-any, 70

background and principles, 68–69...

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Table of Contents
• About the Editors
• Preface
• Customer Relationship Management in Electronic Markets
• Building Consumer Relationships Electronically
• Loyalty in e-Tailing: A Conceptual Framework
• The Survival of Internet-Based B2B Exchanges: The Critical Role of Relationships
• Business Buyer Relationship Management Through Seamless Internet Integration
• Emergent Internet Technology Applications for Relationship Marketing: A Customer-Centered View
• Index