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.
| Authors | Brindley, 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. |
| Keywords | Small to medium?sized enterprises; Marketing; Customer relations |
| Year | 2006 |
| Publisher | IGI Global |
| ISBN | 9781591409205 |
| 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 dates | 2006 |
| Publication process dates | |
| Deposited | 31 Jan 2017, 16:55 |
| Contributors | Nottingham Trent University |
Permalink -
https://repository.derby.ac.uk/item/93886/personalized-relationship-e-marketing-and-the-small-and-medium-sized-enterprise
83
total views0
total downloads0
views this month0
downloads this month
Export as
Related outputs
How small suppliers deal with the buyer power in asymmetric relationships within the sustainable fashion supply chain.
Talay, Cagri, Oxborrow, Lynn and Brindley, Clare 2018. How small suppliers deal with the buyer power in asymmetric relationships within the sustainable fashion supply chain. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2018.08.034An exploration of power asymmetry in the apparel industry in the UK and Turkey.
Talay, Cagri, Oxborrow, Lynn and Brindley, Clare 2018. An exploration of power asymmetry in the apparel industry in the UK and Turkey. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2018.03.008
A conceptual framework for women’s business survival in the handicraft industry in Malaysia.
Topimin, Salmah, Brindley, Clare and Foster, Carley 2018. A conceptual framework for women’s business survival in the handicraft industry in Malaysia. in: Routledge.Female entrepreneurial networking in the marketing services sector
Foster, Carley and Brindley, Clare 2018. Female entrepreneurial networking in the marketing services sector. Qualitative Market Research: an International Journal. https://doi.org/10.1108/QMR-11-2016-0106The use of power in self and collective interests of retailers and small apparel suppliers’ relationships
Talay, Cagri, Oxborrow, Lynn and Brindley, Clare 2017. The use of power in self and collective interests of retailers and small apparel suppliers’ relationships.Value co-creation in temporary, independent retailing: a study of customer value perceptions of pop-up stores
Foster, Carley, Brindley, Clare, Ghosh, Biswaraj and Armannsdottir, Guja 2017. Value co-creation in temporary, independent retailing: a study of customer value perceptions of pop-up stores.The role of value co-creation in SME pop-up retail space: a supply-side relational stakeholder perspective.
Foster, Carley, Brindley, Clare, Oxborrow, Lynn and Armannsdottir, Guja 2017. The role of value co-creation in SME pop-up retail space: a supply-side relational stakeholder perspective.‘Smart Cities’ – Dynamic sustainability issues and challenges for ‘old world’ economies: A case from the United Kingdom
Stokes, Peter, Larson, Mitchell J., Russell, Natalie, Adderley, Simon, Moore, Neil, Mathews, Martin, Smith, Simon M., Lichy, Jessica, Scott, Peter, Ward, Tony and Brindley, Clare 2015. ‘Smart Cities’ – Dynamic sustainability issues and challenges for ‘old world’ economies: A case from the United Kingdom. Dynamic Relationships Management Journal. https://doi.org/10.17708/drmj.2015.v04n02a01Organizational ambidexterity and the emerging-to-advanced economy nexus: Cases from private higher education operators in the United Kingdom
Stokes, Peter, Moore, Neil, Smith, Simon M., Larson, Mitchell J. and Brindley, Clare 2016. Organizational ambidexterity and the emerging-to-advanced economy nexus: Cases from private higher education operators in the United Kingdom. Thunderbird International Business Review. https://doi.org/10.1002/tie.21843Career transitions in marketing: from corporate life to self-employment
Brindley, Clare, Foster, Carley and Wheatley, Dan 2014. Career transitions in marketing: from corporate life to self-employment. in: Praeger.Aligning the sustainable supply chain to green marketing needs: a case study
Brindley, Clare and Oxborrow, Lynn 2013. Aligning the sustainable supply chain to green marketing needs: a case study. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2013.08.003Marketing career transitions: women marketers embedded in the profession?
Foster, Carley, Brindley, Clare and Wheatley, Dan 2014. Marketing career transitions: women marketers embedded in the profession? British Academy of Management.What the Dickens? Representations of women's entrepreneurship in the work of Charles Dickens
Brindley, Clare 2015. What the Dickens? Representations of women's entrepreneurship in the work of Charles Dickens. Irish Academy of Management.Disintermediation in the apparel supply chain
Oxborrow, Lynn and Brindley, Clare 2014. Disintermediation in the apparel supply chain. Journal of Fashion Marketing and Management: An International Journal. https://doi.org/10.1108/JFMM-10-2011-0071ICT adoption by SMEs: implications for relationships and management
Ritchie, Bob and Brindley, Clare 2005. ICT adoption by SMEs: implications for relationships and management. New Technology Work and Employment. https://doi.org/10.1111/j.1468-005X.2005.00154.xRegional resilience in recessionary times: a case study of the East Midlands
Oxborrow, Lynn and Brindley, Clare 2012. Regional resilience in recessionary times: a case study of the East Midlands. International Journal of Retail and Distribution Management. https://doi.org/10.1108/09590551211267629SMEs & the Internet: a comparative study - China and the UK.
Ritchie, Bob and Brindley, Clare 2005. SMEs & the Internet: a comparative study - China and the UK. in: Elgar.Women in the marketing profession: an exploration
Foster, Carley, Wheatley, Dan and Brindley, Clare 2014. Women in the marketing profession: an exploration. Wiley.Supply chain risk management and performance: a guiding framework for future development
Ritchie, Bob and Brindley, Clare 2007. Supply chain risk management and performance: a guiding framework for future development. International Journal of Operations & Production Management. https://doi.org/10.1108/01443570710725563An emergent framework for supply chain risk management and performance measurement.
Ritchie, Bob and Brindley, Clare 2007. An emergent framework for supply chain risk management and performance measurement. Journal of the Operational Research Society. https://doi.org/10.1057/palgrave.jors.2602412Adoption of eco-advantage by SMEs: emerging opportunities and constraints
Oxborrow, Lynn and Brindley, Clare 2013. Adoption of eco-advantage by SMEs: emerging opportunities and constraints. European Journal of Innovation Management. https://doi.org/10.1108/EJIM-09-2011-0079Cultural determinants of competitiveness within SMEs
Ritchie, Bob and Brindley, Clare 2005. Cultural determinants of competitiveness within SMEs. Journal of Small Business and Enterprise Development. https://doi.org/10.1108/14626000510579671A retailer's perspective of customer loyalty
Keegan, J. and Brindley, Clare 2011. A retailer's perspective of customer loyalty. Academy of Marketing.Reducing risk in information search activities
Ritchie, Bob and Brindley, Clare 2004. Reducing risk in information search activities. in: IGI Global.The marketing of gambling on the Internet
Brindley, Clare 1999. The marketing of gambling on the Internet. Internet Research. https://doi.org/10.1108/10662249910286798Risk assessment and relationship management: practical approach to supply chain risk management
Ritchie, Bob, Brindley, Clare and Armstrong, Nick 2008. Risk assessment and relationship management: practical approach to supply chain risk management. International Journal of Agile Systems and Management. https://doi.org/10.1504/IJASM.2008.021211The information-risk conundrum
Ritchie, Bob and Brindley, Clare 2001. The information-risk conundrum. Marketing Intelligence and Planning. https://doi.org/10.1108/02634500110363781Gambling over the Internet
Brindley, Clare 2006. Gambling over the Internet. in: IGI Global.Challenging the concept of risk in relation to women's entrepreneurship
Humbert, Anne Laure and Brindley, Clare 2015. Challenging the concept of risk in relation to women's entrepreneurship. Gender in Management: an International Journal. https://doi.org/10.1108/GM-10-2013-0120Self-employed Irish women's entrepreneurial risk behaviour
Humbert, Anne Laure and Brindley, Clare 2011. Self-employed Irish women's entrepreneurial risk behaviour. Institute for Small Business and Entrepeurship.Effective management of supply chain risk and performance
Ritchie, Bob and Brindley, Clare 2009. Effective management of supply chain risk and performance. in: Springer.Enabling the SME is sustainable procurement: a case study
Oxborrow, Lynn and Brindley, Clare 2011. Enabling the SME is sustainable procurement: a case study. Institute for Small Business and Entrepeurship.Government intervention in women's entrepreneurship development: the Bumiputera craft industry
Topimin, Salmah, Brindley, Clare and Foster, Carley 2015. Government intervention in women's entrepreneurship development: the Bumiputera craft industry. Institute for Small Business and Entrepeurship.Barriers to women achieving their entrepreneurial potential: women and risk
Brindley, Clare 2005. Barriers to women achieving their entrepreneurial potential: women and risk. International Journal of Entrepreneurial Behaviour and Research. https://doi.org/10.1108/13552550510590554Eco-innovation in SMEs - drivers of a holistic process of change
Oxborrow, Lynn and Brindley, Clare 2011. Eco-innovation in SMEs - drivers of a holistic process of change. ISDR Society.Risk and women's entrepreneurship: the Irish context
Brindley, Clare and Humbert, Anne Laure 2011. Risk and women's entrepreneurship: the Irish context. Institute for Small Business and Entrepeurship.Poetry in motion: creative networking in micro retail
Foster, Carley and Brindley, Clare 2015. Poetry in motion: creative networking in micro retail. British Academy of Management.Supply chain risk
Brindley, Clare 2004. Supply chain risk. Ashgate.Women and new business creation-breaking down the risk barriers
Brindley, Clare 2007. Women and new business creation-breaking down the risk barriers. in: Routledge.Risk management in the digital economy
Ritchie, Bob and Brindley, Clare 2009. Risk management in the digital economy. in: IGI Global.Supply chain risk management and performance: issues and challenges
Ritchie, Bob and Brindley, Clare 2008. Supply chain risk management and performance: issues and challenges. in: Springer.