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Electronic Customer Relationship Management and SME Marketing Practice: Exploring Potential Synergies

Electronic Customer Relationship Management and SME Marketing Practice: Exploring Potential Synergies

Fiona McMahon, Aodheen O’Donnell
Copyright: © 2009 |Volume: 1 |Issue: 4 |Pages: 16
ISSN: 1937-9633|EISSN: 1937-9641|ISSN: 1937-9633|EISBN13: 9781616920876|EISSN: 1937-9641|DOI: 10.4018/jea.2009100105
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MLA

McMahon, Fiona, and Aodheen O’Donnell. "Electronic Customer Relationship Management and SME Marketing Practice: Exploring Potential Synergies." IJEA vol.1, no.4 2009: pp.95-110. http://doi.org/10.4018/jea.2009100105

APA

McMahon, F. & O’Donnell, A. (2009). Electronic Customer Relationship Management and SME Marketing Practice: Exploring Potential Synergies. International Journal of E-Adoption (IJEA), 1(4), 95-110. http://doi.org/10.4018/jea.2009100105

Chicago

McMahon, Fiona, and Aodheen O’Donnell. "Electronic Customer Relationship Management and SME Marketing Practice: Exploring Potential Synergies," International Journal of E-Adoption (IJEA) 1, no.4: 95-110. http://doi.org/10.4018/jea.2009100105

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Abstract

Evidence suggests that small to medium sized enterprises (SMEs) have failed to capitalize on the Internet to facilitate the management of customer relations (e-CRM) and the creation of competitive advantage (Chen & Popovich, 2003; Geiger & Martin, 1999; McGowan et al., 2001; O’Toole, 2001). This is attributed to a lack of influence, time, finance and specialised knowledge, (Carson & Gilmore, 2003) coupled with the reality that most Information Systems and Technology models and tools have been developed from the perspective of the large firm (Maguire et al., 2007; Poon & Swatman, 1999).Despite such constraints, it is posited that by exploring the components of e-CRM in the unique context of SME business and marketing practice that a natural synergy exists between e-CRM and SME marketing in the creation of value propositions. Specifically this is addressed through the two contributing constructs of SME marketing; namely entrepreneurial marketing and network marketing (Carson & Gilmore, 2000).

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