Customer Relationship Management in Electronic Markets

by Gopalkrishnan R Iyer, David Bejou

Overview

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) exchanges—similarities, differences, and how the Internet has changed these relationships
• the prospects of the Internet for marketing and customer relationships—predictions, 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.

Product Details

ISBN-13:	9780789019455
Publisher:	Taylor & Francis
Publication date:	04/27/2004
Series:	Journal of Relationship Marketing Series
Pages:	124
Product dimensions:	6.00(w) x 8.38(h) x (d)

About the Author

Gopalkrishnan R. Iyer, PhD, Guest Editor, is the InternetCoast Institute Adams Professor of Industry Studies in the Department of Marketing at The Florida Atlantic University (FAU) in Boca Raton, Florida. He has taught at Virginia Tech, Baruch College (City University of New York), ESIC (Spain), and Dartmouth College, and has conducted executive seminars on various topics in diverse locations. His industry experience includes strategic management positions with two of Asia's Top 50 multinational corporations. Dr. Iyer's current research interests are in the areas of international business, business-to-business marketing, e-business, entrepreneur-ship, and the Hollywood film industry. His research has been published, among other outlets, in the Journal of International Business Studies, the Journal of International Marketing, the Journal of Business Re-search, Psychology and Marketing, the Journal of Business Ethics, the Journal of Business-to-Business Marketing, the Journal of Business and Industrial Marketing, and the Journal of East-West Business. His recent book projects include editing Marketing Challenges in Transition Economies (1999) and Teaching International Business: Ethics and Corporate Social Responsibility (2000)., David Bejou, PhD, is Professor of Marketing and Dean of School of Business at Virginia State University. He previously served on the fac-ulty of the University of North Carolina at Wilmington, where he was nominated in 1996 for the Chancellor Teaching Excellence Award, and nominated in both 1995 and 1996 for the Faculty Scholarship Award. He has also been a faculty member at several other universities in the United States and Australia.Dr. Bejou has published widely in

Table of Contents

• Preface
  
• Customer Relationship Management in Electronic Markets
  
• Building Consumer Relationships Electronically
  
• 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
  
• Reference Notes Included