Business Commons^™

How Can Marketing Academics Serve Marketing Practice? The New Marketing Dna As A Model For Marketing Education, Paul Harrigan, James Seligman

Dr. Paul Harrigan

No abstract provided.

Web Analytics – A Domain Of Marketing, Paul Harrigan

Dr. Paul Harrigan

No abstract provided.

Understanding The New Marketing Dna: Bringing Marketing Education Up To Speed With Marketing Practice, Paul Harrigan, James Seligman

Dr. Paul Harrigan

This research is concerned with the overarching impact of technology on marketing, and the need to review higher education marketing curriculum to reflect this impact. The research objectives are twofold: the identification of changes in marketing practice; and how these changes should be reflected in marketing degree programme structure. The ongoing research project involves a mixed methods approach. The qualitative phase comprised in-depth interviews and focus groups with a range of marketing managers in UK organisations. This comprehensive two-year phase was completed in 2008, laying foundations for further quantitative empirical investigation, due to be completed in 2010. The current paper …

Using E-Crm To Create Customer Insight In Smes, Paul Harrigan, Elaine Ramsey, Patrick Ibbotson

Dr. Paul Harrigan

Small and medium-sized enterprises (SMEs) are vital components of our economies, and their marketing exhibits striking resemblances to customer relationship management (CRM) theory. However, SMEs’ marketing strategies tend to suffer from the effects of limited resources, limited expertise and a limited impact on their external environment. Through the use of Internet-based technologies (IBTs) SMEs may be able to enhance marketing performance and competitiveness, particularly by facilitating the development of customer insight through improved technology-enabled customer information management processes. In this regard, this paper will present research evidence to help us understand the impact of IBTs on the CRM activities (i.e. …

Ecrm Capabilities Of Sme’S: A Model And Its Relationships, Paul O. Harrigan, Andreas Schroeder, Israr Qureshi, Yulin Fang, Elaine Ramsey, Patrick Ibbotson, Darren Meister

Dr. Paul Harrigan

Organizations today have a diversity of applications available which support the management of customer relationships, namely electronic-customer relationship management (eCRM) applications. Despite the growing needs of understanding eCRM in small and medium-sized enterprises (SMEs), research to date primarily focuses on large organizations in their investigation of eCRM. Building on the theory of dynamic capabilities, this paper examines the relationships among use of the internet infrastructure, eCRM capabilities, and their resulting benefits through a survey across 286 SMEs in Ireland. Findings present significant theoretical and practical contributions. It is posited that the ICT infrastructure of the SME strongly impacts eCRM capabilities …

E-Crm As A Strategy For Sme Internationalisation: The Case Of Ireland, Paul Harrigan, Elaine Ramsey, Pat Ibbotson

Dr. Paul Harrigan

Objectives: This research aims to investigate electronic-Customer Relationship Management (e-CRM) in small and medium sized enterprises (SMEs) in Ireland. The nature and role of e-CRM is compared between firms serving international markets and firms with a solely domestic focus. As a peripheral economy, Ireland has much need to embrace the Internet as a means for competitive advantage. The strategies behind e-CRM in SMEs are analysed as are the ensuing benefits and challenges.

Prior Work: Relationship marketing principles have seldom been applied to the SME. This paper seeks to develop what is a striking link by investigating the role of Internet …