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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: 2012
Pages: 18
Source title: E-Marketing: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-1598-4.ch060

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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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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