Personalized Relationship E-Marketing and the Small Medium-Sized Enterprise

Personalized Relationship E-Marketing and the Small Medium-Sized Enterprise

Clare Brindley (University of Central Lancashire, UK) and Diane Wright (Manchester Metropolitan University, UK)
DOI: 10.4018/978-1-59140-920-5.ch005
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Many small businesses are beginning to adopt at least tactical solutions to enhance relationships between themselves and their customers. This chapter focuses on a UK-based marketing communications company which has developed an innovative personalized relationship e-marketing tool, utilizing mobile technology aimed at the SME sector. Current marketing practices, such as database marketing and CRM systems, are discussed in terms of SME adoption and whether the tool, is an effective replacement for established CRM systems. The authors conclude that while the case study company has developed a tool that will aid SMEs with their relationship marketing, the philosophy of relationship marketing must already be imbedded within the SME. The authors’ intention is to illustrate how technology can be implemented in the SME sector and to explore how technology and marketing can help each other.

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Table of Contents
Chapter 1
Fang Zhao
This chapter argues that a combination of entrepreneurship and innovation is a crucial factor to the long-term sustainability of e-commerce and... Sample PDF
Entrepreneurship and Innovation in E-Business: An Integrative Perspective
Chapter 2
Alexandra Steinberg
This chapter introduces the work of Deleuze and Guattari, particularly their notion of rhizomic becomings to the study of emergent knowledge... Sample PDF
Exploreing Rhizomic Becomings in Post Dot-Com Crash Networks: A Deleuzian Approach to Emergent Knowledge Dynamics
Chapter 3
Steve New
The massive wave of enthusiasm for B2B (business-to-business) e-commerce generated with the “dot-com” boom led many to believe that a fundamental... Sample PDF
Innovation and B2B E-Commerce: Explaining What Did Not Happen
Chapter 4
Ambika Zutshi, Samar Zutshi, Amrik Sohal
The Internet has become an integral part of our everyday lives and it is often difficult to imagine how we ever functioned without it. This chapter... Sample PDF
How E-Entrepreneurs Operate in the Context of open Source Software
Chapter 5
Clare Brindley, Diane Wright
Many small businesses are beginning to adopt at least tactical solutions to enhance relationships between themselves and their customers. This... Sample PDF
Personalized Relationship E-Marketing and the Small Medium-Sized Enterprise
Chapter 6
J. Kettunen
This chapter presents the strategies of higher education institutions and how they can be described using the balanced scorecard approach. The... Sample PDF
Strategies for Virtual Learning and E-Entrepreneurship in Higher Education
Chapter 7
Kim Hassall, Karyn Welsh
This e-business case study of the corProcure enterprise is instructive as it reflects three recurrent themes of the dot-com period: 1. First, the... Sample PDF
The Beginnings of a Postal E-Marketplace: Innovation or Natural Evolution? The Corprocure Story
Chapter 8
Fang Zhao
Sensis Search, a young entrepreneurial dot-com launched in 2004, is the first mover in redefining the Australian search market and creates a new... Sample PDF
Sensis.Com.Au: An Uprising Star of E-Innovation and E-Entrepreneurship
Chapter 9
Mikael Collan, Anna Sell, Ville Harkke, Bill Anckar
This chapter discusses using e- and m-business components in supporting and enhancing existing businesses and in creating new business innovations.... Sample PDF
Using E- and M-Business Components in Business: Approaches, Cases, and Rules of Thumb
Chapter 10
Di Waddel, Mohini Singh, Ambareen Musa
This chapter highlights and discusses entrepreneurial opportunities on the Internet. It provides a brief introduction to entrepreneurship, examines... Sample PDF
Entrepreneurial Opportunities On the Internet
Chapter 11
Carmen Gould, Fang Zhao
This chapter reports the results of a national survey which investigated Australian Internet users’ attitudes and behaviours toward online... Sample PDF
Online Information Privacy and Its Implications for E-Entrepreneurship and E-Busines Ethics
Chapter 12
Gideon Azumah, S. C. Lenny Koh, Stuart Maguire
E-organisations are expected to be one of the promising organisational forms in this Internet cultural era (ICE). E-organisations are different from... Sample PDF
E-Organisation and Its Future Implication for Small and Medium-Sized Enterprises
Chapter 13
S. Pavic, M. Simpson, S. C.L. Koh
This study explores new ways for SMEs to create a competitive advantage through the use of e-business. It examines the level of ICT use in SMEs and... Sample PDF
A Prototype E-Business Model to Create a Competitive Advantage in SMEs
Chapter 14
J. Doug Thomson
This research addresses the very important question of the impact of e-innovation, namely, Web-based global electronic procurement systems and... Sample PDF
Impact of E-Innovation on Corporate Procurement Control: Electronic Marketplaces and Broad Spectrum Changes
About the Authors