Chapter 9 Customer Relationship Management
Chapter 9 Customer Relationship Management
Chapter 9 Customer Relationship Management
Chapter 9
Customer relationship
management
Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
Slide 9.2
Learning outcomes
Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
Slide 9.3
Management issues
Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
Slide 9.4
What is CRM?
Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
Slide 9.5
e-CRM a definition
e-CRM is:
Applying
Internet and other digital technology
(web, email, wireless, iTV, databases)
to
acquire and retain customers
(through a multi-channel buying process
and customer lifecycle)
by
improving customer knowledge, targeting,
service delivery and satisfaction.
Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
Slide 9.6
Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
Slide 9.8
Figure 9.1 The four classic marketing activities of customer relationship management
Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
Slide 9.11
A summary of how the Internet can impact on the buying process for a
Figure 9.4
new purchaser
Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
Slide 9.16
200
Document content
Creation of new pages
Off-page optimisation
Link-building
External links
Links in
+
Backlinks
Inbound links
AND internal links
Behavioural
Popularity of sites from toolbar
Googles search spam filters
Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
Slide 9.17
See http://www.seomoz.org/article/search-ranking-factors
http://docs.google.com/Present?docid=dc3qhbxg_1217d9mwjwg3
Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Search engine results page showing the two main methods for
Figure 9.10
achieving visibility
Source: Google and the Google logo are registered trademarks of Google Inc., used with permission.
Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
Slide 9.23
The affiliate marketing model (note that the tracking software and fee
Figure 9.14
payment may be managed through an independent affiliate network manager)
Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015
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Chaffey, Digital Business and E-commerce Management Powerpoints on the Web, 6th edition Marketing Insights Limited 2015