E-relationship marketing: Changes in traditional marketing as an outcome of electronic customer relationship management

Shannon Sue Scullin, Jerry Fjermestad, Nicholas C. Romano

Research output: Contribution to journalArticlepeer-review

63 Scopus citations

Abstract

Marketing concepts and definitions have remained relatively unchanged until recently. Electronic customer relationship management (eCRM) has forced marketing managers to reevaluate how, when and to what extent they interact with their customers. This paper is focused on the role of specific marketing concepts and how eCRM has enhanced or altered each concept. Every topic discussed is illustrated with current business examples. Several examples from the business trade press are used to illustrate the success an organization can achieve when using eCRM to enhance marketing skills.

Original languageEnglish (US)
Pages (from-to)410-415
Number of pages6
JournalJournal of Enterprise Information Management
Volume17
Issue number6
DOIs
StatePublished - Dec 1 2004

All Science Journal Classification (ASJC) codes

  • Decision Sciences(all)
  • Information Systems
  • Management of Technology and Innovation

Keywords

  • Customer relations
  • Electronic commerce
  • Relationship marketing

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