Consumer power and privacy: the changing nature of CRM

Autor:	Keith Fletcher
Rok vydání:	2003
Předmět:	Marketing Power (social and political) business.industry Communication Relationship building Advertising Business Element (criminal law) Customer relationship management Grid Information exchange
Zdroj:	International Journal of Advertising. 22:249-272
ISSN:	1759-3948 0265-0487
Popis:	This paper briefly reviews the difficulties that privacy concerns are creating for the growth of e-business and customer relationship management (CRM). The paper introduces the concept that the changing nature of consumer power is an essential element in ensuring the success of relationship building. The paper argues that consumers should be studied using two dimensions of knowledge and attitudes towards CRM to create a privacy grid. Four segments are discussed in terms of customers’ reactions to information exchange and CRM activities. This grid is then translated into four distinct types of market situations and marketing strategies to be considered by CRM practitioners and recommendations made.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::a01e04d28d0e07e2c8b1a1be46694d84 https://doi.org/10.1080/02650487.2003.11072851 Zobrazit plný text záznamu Plný text ve formátu PDF