文章基本信息

标题：Proactive Customer Relationship Management In E-Commerce
本地全文：下载
作者：Freimut Bodendorf ; Susanne Robra-Bissantz ; Bernd Weiser 等
期刊名称：International Business & Economics Research Journal
印刷版ISSN：1535-0754
电子版ISSN：2157-9393
出版年度：2011
卷号：2
期号：11
语种：English
出版社：The Clute Institute for Academic Research
摘要：By addressing customers individually and taking over selected tasks, push concepts allow suppliers to play a more active role in e-commerce and to improve their customer relationship management (CRM). An overview on nature, concepts and technical implementations of push concepts is given. The main characteristics of CRM and opportunities offered by concepts of mass customization are described. Special attention is paid to push concepts on relationship level, as this is particularly relevant for CRM. Different approaches to predict future needs of the customer and to derive individual offers are introduced. In the proposed concept, actively addressing customers leads to differentiation strategies at moderate costs. The advantages of integrating push concepts into CRM are summarized and classified in a final conclusion.