Analysis of the Variables which Determine a Good E-Marketing Strategy

2011 ◽  
pp. 152-168
Author(s):  
Beatriz Sainz de Abajo ◽  
Isabel de la Torre Díez ◽  
Miguel López Coronado
Keyword(s):  
Marketing Strategy ◽  
Customer Relationship Management ◽  
Search Engines ◽  
Relationship Management ◽  
Strategic Plan ◽  
Internet Marketing ◽  
Global Market ◽  
Customer Relationship ◽  
The Internet ◽  
E Mail

Internet marketing covers all aspects related to the promotion and sale of a product or service through the Internet. This chapter demonstrates how adequate planning is fundamental in a Small and Medium-sized Enterprise (SME) to increase sales. The objective is to analyze the aspects which must be taken into consideration when developing a good e-marketing strategy and to study some of the different alternatives that the Internet and e-marketing make available to us: e-mail marketing, viral e-marketing, geomarketing, and positioning within search engines. Also the concept of Customer Relationship Management (CRM) will be analyzed. The leap into the global market is not easy and the reduction in budgets has inspired marketing professionals to adopt strategies which can be measured and the results controlled, pointing out that the online tactics and tools used by the vast majority of marketing professionals in their strategic plan are banners, search engines, and e-mail.

Analysis of the Variables which Determine a Good E-Marketing Strategy

E-Marketing ◽  
2012 ◽  
pp. 62-78
Author(s):  
Beatriz Sainz de Abajo ◽  
Isabel de la Torre Díez ◽  
Miguel López Coronado ◽  
Carlos de Castro Lozano
Keyword(s):  
Marketing Strategy ◽  
Customer Relationship Management ◽  
Search Engines ◽  
Relationship Management ◽  
Strategic Plan ◽  
Internet Marketing ◽  
Global Market ◽  
Customer Relationship ◽  
The Internet ◽  
E Mail

Internet marketing covers all aspects related to the promotion and sale of a product or service through the Internet. This chapter demonstrates how adequate planning is fundamental in a Small and Medium-sized Enterprise (SME) to increase sales. The objective is to analyze the aspects which must be taken into consideration when developing a good e-marketing strategy and to study some of the different alternatives that the Internet and e-marketing make available to us: e-mail marketing, viral e-marketing, geomarketing, and positioning within search engines. Also the concept of Customer Relationship Management (CRM) will be analyzed. The leap into the global market is not easy and the reduction in budgets has inspired marketing professionals to adopt strategies which can be measured and the results controlled, pointing out that the online tactics and tools used by the vast majority of marketing professionals in their strategic plan are banners, search engines, and e-mail.

Customer Relationship Management and Data Mining

2016 ◽  
pp. 1362-1401
Author(s):  
Niccolò Gordini ◽  
Valerio Veglio
Keyword(s):  
Data Mining ◽  
Customer Relationship Management ◽  
Customer Value ◽  
Relationship Management ◽  
Global Market ◽  
Customer Relationship ◽  
Digital Revolution ◽  
Marketing Activities ◽  
Potential Customers

In the global market of today, Customer Relationship Management (CRM) plays a fundamental role in market-oriented companies to understand customer behaviors, achieve and maintain a long-term relationship with them, and maximize the customer value. Moreover, the digital revolution has made information easy and fairly inexpensive to capture. Thus, companies have stored a large amount of data about their current and potential customers. However, this data is often raw and meaningless. Within the CRM framework, Data Mining (DM) is a very popular tool for extracting useful information from this data and for predicting customer behaviors in order to make profitable marketing decisions. This research aims to demonstrate the classification decision tree as one of the main computational data mining models able to forecast accurate marketing performance within global organizations. Particular attention is paid to the identification of the best marketing activities to which firms should concentrate their future marketing investments. The criteria is based on the loss functions that confirm the accuracy of this model.

Barbie in a Wheelchair: Mattel’s Respect to Customer Voice

2020 ◽  
Vol 9 (3) ◽  
pp. 181-186
Author(s):  
Jashim Uddin Ahmed ◽  
Ayesha Tahsin Ananya ◽  
Kazi Pushpita Mim ◽  
Asma Ahmed ◽  
Sarika Iqbal
Keyword(s):  
United States ◽  
Customer Relationship Management ◽  
Minority Groups ◽  
Relationship Management ◽  
The United States ◽  
Customer Relationship ◽  
The Internet ◽  
New Era ◽  
The World ◽  
Key Aspects

Barbie in a wheelchair has heralded a new era in the magical world of Barbie. Mattel, one of the biggest toy manufacturers, has redefined the way Barbie has been portrayed to the world by introducing their new Black Barbie in a wheelchair. After years of innovation and trial and errors, it has proved that Barbie is not just a make-believe plaything or a representation of a singular aspect of beauty standards. These dolls should be relevant and wholesome when it comes to creating a bridge between customers and the brand itself. Mattel realized not too long ago the significance of inclusion, and now it has ended up hoisting a sensation in all of the United States and globally through the Internet and social media such as Twitter. The IDIC (Identify, Differentiate, Interact and Customize) model, which is an effective customer relationship management (CRM) tool, has been deployed by Mattel to demonstrate how Mattel cares for its customers. Mattel’s customer centrism, devotion towards innovation and inclusiveness are the key aspects which has rewarded the company with a whole new spectrum of acceptance from minority groups with a smile on their faces.

Theoretical Framework for CRM Outsourcing

2005 ◽  
pp. 2841-2845
Author(s):  
Babita Gupta ◽  
Lakshmi Iyer
Keyword(s):  
Customer Service ◽  
Customer Relationship Management ◽  
Call Centers ◽  
Relationship Management ◽  
Theoretical Framework ◽  
Customer Relationship ◽  
Retail Stores ◽  
Web Based ◽  
Business Requirements ◽  
E Mail

Customer service is emerging as a key differentiator among competitors as the explosive growth of e-commerce is changing the nature of competition among companies. This has changed the customer-related business requirements for all types of companies. With firms increasing their online operations, customers now have the ability to contact organizations through a variety of interactive and noninteractive means (such as e-mail, fax, call centers, FAQs, online chats, newsletters, snail mail, retail stores, and Web-based forums). This has led companies to consider customer relationship management (CRM) as an important part of their competitive strategy. As the focus is shifting to retention rather than acquisition of customers, companies are looking for ways to identify and engage their most profitable customers.

scholarly journals Customer Relationship Management (CRM) in the Public and Private Sector Banks in Bihar: A Comparative Study

2021 ◽  
Vol 10 (4) ◽  
pp. 114-122
Author(s):  
Indrajit Kumar ◽  
Mihir Kumar Shome ◽  
Jainendra Kumar Verma ◽  
Arun Kumar
Keyword(s):  
Public Sector ◽  
Private Sector ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationship ◽  
Public And Private ◽  
Customer Contact ◽  
The Public ◽  
Public And Private Sector ◽  
E Mail

Customer relationship management (CRM) plays a crucial role in any organization because success or failure depends on a company’s relationship with its customers. The objective of this study is to see how CRM can play an important role in the public and private sector banks in Bihar, India. The sample for the study consists of 250 bank managers from both public and private sector banks in Bihar. A CRM questionnaire developed by the researchers was used to measure CRM in the banking sector. Data were analyzed using SPSS software. Inferential statistics including t-test and analysis of variance (ANOVA) were used to analyze the data. The t-test results show that both the public and private sector banks differ significantly in the variables of customer contact by phone/e-mail, customer care, and innovation and quality. The ANOVA results showed that the four groups (public sector males, public sector females, private sector males, and private sector females) differed significantly in the eight variables (commitment; citizenship behavior; customer contact by phone/e-mail; planning; improved retention & better targeting of new customers; top management support; innovation and quality; and technological readiness.

A Customer Relationship Management System to Target Customers at Cisco

2011 ◽  
pp. 209-221
Author(s):  
Rahul Bhaskar
Keyword(s):  
Marketing Strategy ◽  
Customer Relationship Management ◽  
Management System ◽  
Relationship Management ◽  
Customer Relationship ◽  
A Company

This case describes the implementation of an Internet empowered Customer Relationship Management (CRM) at Cisco Systems Inc. After describing the organizational background of Cisco, the case takes the student into the issues that the executives faced after the market crash in 2001. John Chambers, Cisco CEO, and his team decided to strengthen Cisco’s relationship with the customers so that the company could emerge stronger when the markets recovered. Questions are raised as to the implementation of technology and supporting processes in a company that traditionally had not considered CRM as its core marketing strategy.

Integrating Internet/Database Marketing for CRM

2005 ◽  
pp. 157-174
Author(s):  
Sally Rao ◽  
Chris O’Leary
Keyword(s):  
Action Research ◽  
Data Collection ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Cost Savings ◽  
Customer Relationship ◽  
The Internet ◽  
Database Marketing ◽  
Customer Information ◽  
Consumer Data

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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