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CHAPTER 4 E-Marketing and Customer Relationship Management OVERVIEW: This chapter explores marketing on the fastest growing medium to date: the Internet. The phenomenal growth of this medium presents opportunities for marketers to forge relationships with consumers and business customers on an interactive basis. We begin with a definition of the concepts of electronic commerce and electronic marketing. Then we examine the characteristics that differentiate electronic marketing from traditional marketing activities. Next, we explore how marketers are using the Internet to build competitive advantage. Then we revisit the concept of customer relationship management, introduced in Chapter 1, by examining how the Internet and information technology help marketers facilitate customer relationship management. Finally, we consider some of the ethical and legal issues that affect Internet marketing.
OBJECTIVES: 1.Define electronic marketing and electronic commerce and recognize their increasing importance in strategic planning.
2.Understand the characteristics of electronic marketing—addressability, interactivity, memory, control, accessibility, and digitalization—and how they differentiate electronic marketing from traditional marketing activities.
3.Examine how the characteristics of electronic marketing affect marketing strategy.
4.Understand how electronic marketing and information technology can facilitate customer relationship management.
5.Identify the legal and ethical considerations in electronic marketing.
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Class Prep: Read Chapter 4 |
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