A Marketer's Guide to E-crm: A Strategic, Multi-channel Approach

by Scheuing, Sachiko

• ISBN13: 9780750665216
• ISBN10: 0750665211
• Format: Paperback
• Copyright: 2011-03-30
• Publisher: Taylor & Francis

Summary

A Marketer's Guide to e-CRM directly addresses the analyses involved in e-CRM and demystifies the processes, enabling marketers to understand and evaluate e-CRM strategy and its application. The practicalities of e-CRM are often not addressed sufficiently, and marketers are left wondering how to implement successful strategies. Sachiko Scheuing demonstrates the true scope of e-CRM by applying digital technology, such as the web, email, SMS, and database and operational systems, to profitably acquire and nurture a potentially long-lasting relationship with customers. This is primarily achieved through improving customer knowledge for delivering relevant communication and services, and practical guidelines on making optimal use of e-CRM contact channels are provided, such as mass advertisement media including TV, radio, billboards, magazines, and newspapers. Additional coverage is given to point of sale materials, conventional direct mail media, for example the telephone, and to digital media such as email. Written in a succinct and concise style, this highly practical guide is an asset for any practitioner wishing to successfully adopt e-CRM strategies, and secure and maintain effective and rewarding relationships with customers.

Table of Contents

Background of e-CRM

Mapping out e-CRM

Organising data/information

Developing customer knowledge

Strategy development

Re-shaping the organisation

IT structure

Marketing tactics

On-line strategy

Strategic review and maintenance

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