Changes in Traditional Marketing Due to Implementation of Electronic Customer Relationship Management

Marketing concepts and definitions have remained relatively unchanged until recently. Electronic Customer Relationship Management (ECRM) has forced marketing managers to reevaluate how, when and to what extent they interact with their customers. Organizations will lose loyal customers if they do not recognize and react to the changing demands of customers. In addition, marketing to a new a customer will be more expensive and time consuming. Every customer will require something a little different and will want to know why one product is better over another product. Therefore, this paper is focused on the role of specific marketing concepts and how ECRM has enhanced or altered each concept. Every topic discussed is illustrated with current business examples. All business examples are used to demonstrate the success an organization can achieve when using ECRM to enhance marketing skills.