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Exploring the Potential of e-CRM in SME Marketing Practice

Exploring the Potential of e-CRM in SME Marketing Practice
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Author(s): Fiona McMahon (University of Ulster, Northern Ireland) and Aodheen O’Donnell (University of Ulster, Northern Ireland)
Copyright: 2011
Pages: 18
Source title: E-Adoption and Socio-Economic Impacts: Emerging Infrastructural Effects
Source Author(s)/Editor(s): Sushil K. Sharma (Ball State University, USA)
DOI: 10.4018/978-1-60960-597-1.ch008

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Abstract

Despite such constraints, it is posited that by exploring the components of e-CRM in the unique context of SME business and marketing practice that a natural synergy exists between e-CRM and SME marketing in the creation of value propositions. Specifically this is addressed through the two contributing constructs of SME marketing; namely entrepreneurial marketing and network marketing (Carson & Gilmore, 2000).

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