Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 3 of 3
Full-Text Articles in Business
Understanding The New Marketing Dna: Bringing Marketing Education Up To Speed With Marketing Practice, Paul Harrigan, James Seligman
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
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. …
Critical Factors Underpinning The E-Crm Activities Of Smes, Paul Harrigan, Elaine Ramsey, Patrick Ibbotson
Critical Factors Underpinning The E-Crm Activities Of Smes, Paul Harrigan, Elaine Ramsey, Patrick Ibbotson
Dr. Paul Harrigan
Small and medium-sized enterprises (SMEs) are vital components of our economies, but many struggle to perform the marketing prescribed theoretically for large organisations. In practice, marketing is performed in SMEs through an intrinsic customer orientation, which exhibits striking resemblances to customer relationship management (CRM) theory. A quantitative approach was adopted to provide broad understanding and classification to the under-researched area of e-CRM in SMEs. Exploratory factor analysis uncovered eight distinct yet inter-related factors underpinning the practices and processes of e-CRM in SMEs. Findings show that SMEs are performing e-CRM to varying extents, reaping a range of performance benefits and facing …