Customer Relationship Management in Electronic Markets

This book offers strategies for building customer loyalty and enhancing marketing efforts in the digital marketplace, making it essential for business professionals.

Edited by two experts in business and marketing, Customer Relationship Management in Electronic Markets serves as a comprehensive guide to fostering strong Internet relationships that promote customer retention and loyalty. This book aims to equip readers with essential tools for developing effective marketing strategies that cater to the needs of online customers. It emphasizes the importance of understanding customer expectations in the virtual marketplace and how businesses can meet these demands to ensure long-term success.

The text dives into various technological aspects, such as websites, email communication, and data mining, to help businesses attract and retain their most profitable customers. Despite the initial optimism surrounding electronic marketing, many companies face challenges in achieving desired profit margins due to ineffective customer acquisition and retention strategies. Customer Relationship Management in Electronic Markets addresses this issue by offering a range of frameworks, strategies, and techniques that can be employed to enhance electronic marketing efforts.

Additionally, the book provides insights into both business-to-business (B2B) and business-to-customer (B2C) exchanges, highlighting how the Internet has transformed these relationships. Readers will learn how to build a loyal customer base, improve B2B exchanges, and create engaging websites that satisfy existing customers while attracting new ones. With practical examples from successful companies like Staples, Dell, and Amazon.com, this resource is invaluable for anyone involved in business relationship management.