Banner Advertising As A Customer Retention Tool In Customer Relationship Management

Topics:
Account Management,
Assessment
Tags:
Advertising & Promotion,
Software,
Social Science Electronic Publishing Inc.,
Marketing,
Enterprise Software,
Customer Retention,
Customer Relationship Management (CRM),
CRM,
Banner Advertisement,
Tool
Source:
Social Science Electronic Publishing

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Overview: From the executive summary: ‘One of the major advances of the digital economy is the facilitation of building and managing individual customer relationships - a process usually referred to as Customer Relationship Management (CRM). For a typical web site selling frequently-purchased consumer items, the most important stage of CRM is customer retention. This is because the long-term viability of a website is based on its ability to retain a significant customer base. The paper examines the role of banner advertising in the customer retention phase of CRM.’ A related model is also discussed.

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Format: PDF | Size: 287KB | Date: Jan 2002 | Pages: 38

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