Essays on Alibaba CRM and Communication Strategies Case Study

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The paper "Alibaba CRM and Communication Strategies" is a perfect example of a business case study.   Customer Relationship Management (CRM) has dramatically transformed from a conceptual framework to a business function. The need to comprehend and manage customers in a profitable way is an imperative aspect, however, the difficulties of approaching CRM in a correct way has increased. Managers can be able to overcome these challenges by ensuring that they frame the CRM programs in a strategic way against the value that they produce and as a result be able to attain goals (Chen, and Popovich, 2003).

In addition technology advancements and the multiplication of the web and additionally accentuation on coordinated advertising approaches CRM has become a major focus of marketing. It is notable that once customer relationships are strong customer loyalty is enhanced which in turn results in corporate profitability. Furthermore, information technology is seen to contribute to a sturdy customer relationship as technology development in CRM enterprise executions have extended at a phenomenal rate. The aspects related to customer relationship management and focus have become essential marketing as well as business philosophies for a number of companies that are in search of competitive advantage.

Maintenance, establishment and enhancement of customer relationships have been a significant aspect of the business. Nevertheless, there has been a significant increment in the past few years that are linked to CRM research. The link that exists between CRM and technology is of particular interest as academics have started to comprehend the relationship between CRM innovation business relations and relationship marketing as providers of opportunities for sustainable competitive advantage. However, despite the implementation challenges facing CRM, it is still considered as a potential for significant advantages to partnerships over enhanced client connections, client maintenance, fulfillment and enhanced benefit (Reinartz, Krafft, and Hoyer, 2004).

References

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Chen, I.J. and Popovich, K., 2003. Understanding customer relationship management (CRM) People, process and technology. Business process management journal, 9(5), pp.672-688.

Duncan, T. and Moriarty, S.E., 1998. A communication-based marketing model for managing relationships. The Journal of marketing, pp.1-13.

Kian Chong, W., Shafaghi, M. and Leing Tan, B., 2011. Development of a business-to-business critical success factors (B2B CSFs) framework for Chinese SMEs. Marketing Intelligence & Planning, 29(5), pp.517-533.

Passmore, E., Calder Group, Inc., 2007. Process and system for targeting of content to segmented customer base. U.S. Patent Application 11/952,057.

Peppard, J., 2000. Customer relationship management (CRM) in financial services. European Management Journal, 18(3), pp.312-327.

Rauyruen, P. and Miller, K.E., 2007. Relationship quality as a predictor of B2B customer loyalty. Journal of business research, 60(1), pp.21-31.

Reinartz, W., Krafft, M. and Hoyer, W.D., 2004. The customer relationship management process: Its measurement and impact on performance. Journal of marketing research, 41(3), pp.293-305.

Srinivasan, S.S., Anderson, R. and Ponnavolu, K., 2002. Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), pp.41-50.

Zhao, J., Wang, S. and Huang, W.V., 2008. A study of B2B e-market in China: E-commerce process perspective. Information & Management, 45(4), pp.242-248.

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