Professional Documents
Culture Documents
Theory Building Thru Action Research
Theory Building Thru Action Research
Internet Marketing
Definition of Terms - Internet Marketing
Definition of Terms - Internet Marketing
3. How can customer Strategies that are most likely to be derived from the integration of internet and database
information gathered marketing to improve customer relationship management
through the Internet be Prospecting new customers
used to improve customer Segmenting customers
relationship Retaining customers
management? Use of one-to-one marketing; where consumer interests are elicited and refined on an
individual basis; and the organization’s communications, campaigns anf offers are
structured accordingly
Forging customer loyalty
Promoting and advertising pertinent to a customer’s identified interests
Figure 1 Cross marketing and relationship marketing
Affiliate marketing
Stealth marketing
Findings
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FIGURE 2
RESULTS – Implications for Practice and
Policy
Literature also tends to be from the perspective of countries such as the USA
and the UK which are more advanced than Australia in Internet and database
applications (for example, Smith, 1998; Geiger and Martin, 1999). Therefore
there is little literature about Internet and database marketing pertinent to
countries such as Australia and thus this research appears to be the first
academic investigation of this phenomenon in Australian organizations.