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    Personalized relationship e-marketing and the small and medium sized enterprise

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    Authors
    Brindley, Clare
    Affiliation
    Nottingham Trent University
    Issue Date
    2006
    
    Metadata
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    Abstract
    Many small businesses are beginning to adopt at least tactical solutions to enhance relationships between themselves and their customers. This chapter focuses on a UK-based marketing communications company which has developed an innovative personalized relationship e-marketing tool, utilizing mobile technology aimed at the SME sector. Current marketing practices, such as database marketing and CRM systems, are discussed in terms of SME adoption and whether the tool, Sign-Up.to is an effective replacement for established CRM systems. The authors conclude that while the case study company has developed a tool that will aid SMEs with their relationship marketing, the philosophy of relationship marketing must already be imbedded within the SME. The authors' intention is to illustrate how technology can be implemented in the SME sector and to explore how technology and marketing can help each other.
    Citation
    BRINDLEY, C.S. and WRIGHT, D.L.,(2006) Personalized relationship e-marketing and the small and medium sized enterprise., Entrepreneurship and innovations in e-business. In: F. ZHAO, ed., Entrepreneurship and innovations in e-business. Hershey, PA, USA : IGI Global, pp. 89-105.
    Publisher
    IGI Global
    URI
    http://hdl.handle.net/10545/621321
    DOI
    10.4018/978-1-59140-920-5.ch005
    Additional Links
    http://www.igi-global.com/chapter/personalized-relationship-marketing-small-medium/18515
    Type
    Book chapter
    Language
    en
    ISBN
    9781591409205
    ae974a485f413a2113503eed53cd6c53
    10.4018/978-1-59140-920-5.ch005
    Scopus Count
    Collections
    Research and Knowledge Exchange

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