Conceptual and operative aspects of e-merchandising
by Inmaculada J. Martinez, Juan Miguel Aguado
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 4, No. 2/3, 2008

Abstract: In market globalisation, efficient customer management is a fundamental element to stay profitable. The quest for customer loyalty becomes a key factor especially in those e-business formats developed by retail SMEs. This paper's contribution is to systematise the possibilities of obtaining loyalty in B2C e-commerce, posing the relevance of information management applications such as Customer Relationship Management (CRM) in the kind of communication strategies used in real and/or virtual points of purchase (merchandising and e-merchandising).

Online publication date: Mon, 04-Feb-2008

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