The Model of Digital Marketing Communication Strategy, Customer Relationship Management and Product Quality to Encourage Purchase Decision

2020 ◽  
Vol 12 (4) ◽  
pp. 486-492
Author(s):  
Dadang Munandar
Keyword(s):  
Product Quality ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Communication Strategy ◽  
Customer Relationship ◽  
Digital Marketing ◽  
Purchase Decision ◽  
Marketing Communication

Customer Relationship Management- The Indian Perspective

2015 ◽  
Vol 3 (2) ◽  
Author(s):  
Pankaj K. Trivedi
Keyword(s):  
Social Media ◽  
Product Quality ◽  
Customer Relationship Management ◽  
Paradigm Shift ◽  
Relationship Management ◽  
Modern Technology ◽  
Customer Relationship ◽  
Brand Name ◽  
Service Support ◽  
Indian Perspective

Market is a kingdom and customer is the king. This is a renowned maxim pursued by the Indian companies in true spirit. With the advancement in modern technology, customers are becoming more and more informed about their need and want. Nowadays social media is educating them and they scout around for best product, brand name, product quality, operation, and service support. Marketing has thus, undergone a paradigm shift and has come up to the point of establishing relationship with customer. Not just retaining the existing customers but even attracting new customers has become a big challenge. This is the main reason why companies have shifted their focus from being product-centric to customer-centric.

Partner Relationship Management

2011 ◽  
pp. 158-170
Author(s):  
Diego Jiménez-López ◽  
Marcos Ruano-Mayoral ◽  
Joaquín Fernández-González ◽  
Fernando Cabezas Isla
Keyword(s):  
Decision Support ◽  
Computer Science ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
The Other ◽  
Customer Relationship ◽  
Marketing Communication ◽  
Semantic Technologies ◽  
Partner Relationship ◽  
The One

R&D activities normally require consortium formation due to the different areas of expertise involved in such activities. On the one hand, it is not trivial for a R&D entity to decide in which projects it should participate, or which are the adequate partners to form a consortium. On the other hand, acceptation of the Customer Relationship Management (CRM) Systems has become a reality for the industry and researchers in areas, such as marketing, communication, or computer science. These tools contain in their basic packages features to manage key company actives, including partners and clients. However, R&D environments involve special characteristics and traits, which require an extension of functionalities in order to be accurately covered. The increasing strength and usefulness of semantic technologies have led to innovative decision support processes and management of partners and R&D call for proposals. This work introduces an architecture that integrates R&D processes with the CRM philosophy.

scholarly journals The Approach of SMEs to Using the Customer Databases and CRM: Empirical Study in the Slovak Republic

2019 ◽  
Vol 12 (1) ◽  
pp. 227 ◽  
Author(s):  
Lenka Ližbetinová ◽  
Peter Štarchoň ◽  
Dagmar Weberová ◽  
Eva Nedeliaková ◽  
Martina Juříková
Keyword(s):  
Customer Relationship Management ◽  
Slovak Republic ◽  
Relationship Management ◽  
Descriptive Statistics ◽  
Customer Relationship ◽  
Marketing Communication ◽  
Socially Responsible ◽  
Factors Affecting ◽  
Research Results ◽  
Globalized Economy

Sustainability of (small and medium-sized enterprises) SMEs in a globalized economy depends on several factors. According to available studies, effective Customer Relationship Management (CRM) is one of the factors affecting the competitiveness of SMEs in a positive way. This paper is focused on creating customer databases and on using the CRM strategy in SMEs in Slovakia. The aim of the paper is to cluster SMEs in Slovakia based on using customer databases and CRM and to identify differences in clusters according to the selected attributes. The outputs of the research focused on marketing communication and on creating the CRM strategy in Slovak enterprises are presented in the paper. Quantitative nonexperimental research using the questionnaires was conducted at the end of 2017 and throughout the year 2018. The research results are based on the responses of 1009 Slovak SMEs. Basic descriptive statistics, K-means cluster analysis, Analysis of variance (ANOVA), and Tukey HSD test were used to process the data. The resulting clusters show three typical attitudes of Slovak SMEs to creating the database, using the CRM and its effectiveness. Moreover, attitude to the application of ethical principles and holistic, integrated, and socially responsible marketing are presented in the clusters. Following the results, the fact that SMEs can be divided into the three following clusters with equal size can be stated: 1st cluster (in 92.2% and consisting of micro- and small-sized enterprises), customer databases are created for the purpose of marketing communication; 2nd cluster, consisting of the highest percentage of medium-sized enterprises and enterprises with foreign equity participation using the customer databases and CRM; and 3rd cluster characterized with smaller-sized enterprises with domestic property not focused on marketing communication and using the customer databases. The research results provide the basis for further research and support for small and medium-sized enterprises.

Antecedents of Cause Marketing: An Assessment of Psychographic and Demographic Factors on the Consumer’s Purchase Behaviour

2019 ◽  
Vol 15 (4) ◽  
pp. 153-161
Author(s):  
Shruti Gupta
Keyword(s):  
Customer Relationship Management ◽  
Purchase Intention ◽  
Relationship Management ◽  
Marketing Mix ◽  
Customer Relationship ◽  
Marketing Communication ◽  
Cause Marketing ◽  
Corporate Giving ◽  
Buying Behaviour ◽  
The Impact

Cause marketing initiatives are increasingly becoming the prominent aspect of the marketing mix; a lot of companies are jumping into the bandwagon primarily to distinguish themselves in the homogeneous markets. However, it is only a recent phenomenon that the companies are beginning to appreciate how corporate giving may be adopted as an effective strategy to market their products in the competitive markets. This article is aimed at examining the effect of psychographics and demographics on the buying behaviour of the consumer. It identifies the various factors that drive the behaviour of the consumer exposed to a customer relationship management (CRM) initiative and examine the impact of the same on the attitude, perception and purchase intention of the consumer. This, in turn, provides valuable insights to the academicians and the practitioners as to how to communicate and what to emphasise while designing their cause marketing communication initiatives.

scholarly journals Pengaruh Penggunaan Teknologi Tepat Guna dalam Meningkatkan Produktivitas UKM Batik Tulis di Kampung Batik Kauman Kota Pekalongan

Anuva ◽  
2017 ◽  
Vol 1 (1) ◽  
pp. 11
Author(s):  
Ana Irhandayaningsih
Keyword(s):  
Search Engine ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationship ◽  
Digital Marketing

Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan teknologi tepat guna dalam peningkatan produktivitas UKM Batik Mas dan Batik Nulaba melalui perbaikan proses produksi, pemasaran, dan manajemen. Teknologi tepat guna yang diterpatkan adalah penerapan mesin feeder pewarnaan batik yang akan diaplikasikan di UKM Batik Mas, pendampingan teknik integrated digital marketing serta penerapan mini studio skala UKM untuk meningkatkan kualitas foto produk di UKM Batik Nulaba, workshop ergonomic dan keselamatan kerja di UKM Batik Mas, pendampingan teknik Search Engine Optimation untuk meningkatkan pengunjung online di UKM Batik Nulaba, serta pendampingan teknik customer relationship management di UKM Batik Mas. Dampak yang dihasilkan bagi UKM Batik Mas adalah jumlah tenaga kerja yang terlibat menjadi berkurang, waktu proses pewarnaan berkurang, dan postur kerja pewarnaan mengalami perbaikan. Dampak yang dihasilkan bagi UKM Batik Nulaba adalah adanya katalog online dan jangkauan pemasaran semakin banyak, serta jumlah penjualan meningkat.

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