Customers, especially loyal customers, are the life blood of any successful organisation. Without them both for-profit and not-for-profit organisations would fail. This module critically examines how web-based technologies and approaches are used by a variety of organisations to encourage and support life-time value customers. The module will take a customer-centric approach that focuses upon building detailed customer profiles using a combination of attitudinal and buyer behaviour. Throughout the module real case studies will be used to highlight both the positive and negative aspects of Electronic Customer Relationship Management activities.

Lists linked to Electronic Customer Relationship Management

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MARK7002 Customer Insight and Engagement Semester 1 05/02/2024 17:50:09