Critical factors underpinning the e-CRM activities of SMEs

submitted by: TandF
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. This paper presents research evidence to help us understand the impact of Internet-based technologies (IBTs) on the CRM activities (that is e-CRM)...
Authors: Paul Harrigan, Elaine Ramsey, Patrick Ibbotson