Exploring the Potential of e-CRM in SME Marketing Practice
作者： Fiona McMahon , Aodheen O’Donnell
DOI: 10.4018/978-1-4666-1598-4.CH060
关键词: Marketing management 、 Marketing 、 Business
摘要: 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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