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Customer Relationship Building on the Internet in B2B Marketing: A Proposed Typology
Despite the large number of customer relationship marketing (CRM) applications currently in use on the Internet, there is a lack of an organizing structure. This paper presents a 3X3 typology of e-CRM practices, with particular focus on business-to-business interactions. The typology is based on two...
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| Published in: | Journal of marketing theory and practice 2004-01, Vol.12 (1), p.19-35 |
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| Main Authors: | , |
| Format: | Article |
| Language: | English |
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| cited_by | cdi_FETCH-LOGICAL-c2074-215156d448eaf479c63a7016ef53f9e9a3e8f50ef9f71d77579f1300d854e0853 |
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| cites | cdi_FETCH-LOGICAL-c2074-215156d448eaf479c63a7016ef53f9e9a3e8f50ef9f71d77579f1300d854e0853 |
| container_end_page | 35 |
| container_issue | 1 |
| container_start_page | 19 |
| container_title | Journal of marketing theory and practice |
| container_volume | 12 |
| creator | Harrison-Walker, L. Jean Neeley, Sue E. |
| description | Despite the large number of customer relationship marketing (CRM) applications currently in use on the Internet, there is a lack of an organizing structure. This paper presents a 3X3 typology of e-CRM practices, with particular focus on business-to-business interactions. The typology is based on two dimensions: (1) the stage of the purchase decision process and (2) Berry and Parasuraman's (1991) levels of relationship marketing. The proposed typology can be used to design and evaluate a finn's e-CRM strategies relative to its B2B relationship marketing objectives. |
| doi_str_mv | 10.1080/10696679.2004.11658510 |
| format | article |
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| identifier | ISSN: 1069-6679 |
| ispartof | Journal of marketing theory and practice, 2004-01, Vol.12 (1), p.19-35 |
| issn | 1069-6679 1944-7175 |
| language | eng |
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| source | Business Source Ultimate【Trial: -2024/12/31】【Remote access available】; Taylor & Francis; JSTOR Archival Journals and Primary Sources Collection; ABI/INFORM Global |
| subjects | Attachment behavior Brand loyalty Business Business communications Business models Business orders Business structures Business to business Business to business commerce Consumer goods industries Corporate profits Costs Customer relations Customer relationship management Customer services Customers Internet Marketing Objectives Profitability Relationship marketing Studies |
| title | Customer Relationship Building on the Internet in B2B Marketing: A Proposed Typology |
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