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

Book chapter


Brindley, Clare 2006. Personalized relationship e-marketing and the small and medium sized enterprise. in: IGI Global.
AuthorsBrindley, Clare
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.

KeywordsSmall to medium?sized enterprises; Marketing; Customer relations
Year2006
PublisherIGI Global
ISBN9781591409205
Digital Object Identifier (DOI)https://doi.org/10.4018/978-1-59140-920-5.ch005
Web address (URL)http://hdl.handle.net/10545/621321
hdl:10545/621321
Publication dates2006
Publication process dates
Deposited31 Jan 2017, 16:55
ContributorsNottingham Trent University
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