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Journal articles on the topic 'CRM Marketing'

Author: Grafiati

Published: 10 September 2021

Last updated: 29 July 2025

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1

Mandal, Pratap Chandra. "Marketing Information and Marketing Intelligence." International Journal of Business Strategy and Automation 3, no. 1 (2023): 1–12. http://dx.doi.org/10.4018/ijbsa.316235.

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Companies cannot make decisions without proper information about their customers. The study discusses the various ways that companies collect customer information, store the information, and analyze the information. The study focuses on the role of customer relationship management (CRM) in making proper usage of the information and the intelligence gathered from the information in building better relationships with customers. The study emphasizes that building fruitful relationships with customers will help companies grow their businesses in the long run. Although CRM implementation helps comp

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Nemati, Maede, and Gerhard Weber. "Social Media Marketing Strategies Based on CRM Value Chain Model." International journal of Innovation in Marketing Elements 2, no. 1 (2022): 12–24. http://dx.doi.org/10.59615/ijime.2.1.12.

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Despite the fact that social media marketing has a long history, new marketing methods and the rise of digital marketing have transformed it. Social media marketing's aims, tactics, and approaches are all centered on the consumer, thus there's a strong link between this sort of marketing and existing customer relationship management (CRM). This essay aims to investigate this connection and clarify the findings in order to better social media marketing efforts. This study's methodology is based on the value chain model, which is one of the CRM models. This approach considers customers, network,

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Dey, Ms Sangita, and Rudra Prasad Ghosh. "Improvement of CRM through Database Marketing." International Journal for Research in Applied Science and Engineering Technology 11, no. 4 (2023): 841–43. http://dx.doi.org/10.22214/ijraset.2023.50206.

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Abstract: CRM marketing and database marketing are the most recent marketing concepts; however they serve different purposes. Each are distinct in their own fields, with benefits and disadvantages. Database marketing is classic (1970), but CRM was created in 1990 and cannot function without the assistance of a database. CRM marketing services include sales force automation, marketing automation, contact center automation, workflow automation, lead management, and human resource management among others. Database marketing is a sort of direct marketing in which a company's client databases are u

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Martins, Aline Ribeiro, and Maria Erilúcia Cruz Macêdo. "O CRM como Estratégia no Marketing de Relacionamento / CRM as a Strategy in Relationship Marketing." ID on line REVISTA DE PSICOLOGIA 14, no. 50 (2020): 26–42. http://dx.doi.org/10.14295/idonline.v14i50.2381.

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O marketing de relacionamento empresarial evoluiu ao longo dos anos de modo a melhor se adaptar às necessidades do mercado empresarial, bem como às necessidades dos clientes e consumidores. Fruto dessa evolução é o Costumer Relationship Manengment (CRM) que tem sido difundido entre as empresas para a captação de informações sobre seus clientes, visando utilizá-las para projetar um relacionamento a longo prazo. Nesse contexto, o presente estudo surge a partir do seguinte questionamento: de que forma o CRM pode contribuir para o relacionamento com os clientes de uma empresa por intermédio do mar

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Widowati, Ayla Agneszia, and Tulus Haryono. "The Effect of Digital Marketing Strategies on Repurchase Intention Mediated by CRM (Shopee Case Study)." International Journal of Economics, Business and Management Research 09, no. 06 (2025): 454–64. https://doi.org/10.51505/ijebmr.2025.9625.

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Using Shopee as a case study, this research seeks to understand the mediating function of customer relationship management in the e-commerce context of digital marketing's effect on repurchase intention. An innovative feature of this study is its integrative methodology, which merges two crucial areas of digital marketing: the efficacy of digital marketing tactics and the mediating role of customer relationship management. This research conducted with quantitative methods using Structural Equation Modelling with Smart PLS. The results demonstrate that digital marketing significantly influences

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Al-Gasawneh, Jassim Ahmad, Khalid N. AlZubi, Nawras M. Nusairat, et al. "The interaction of social CRM between CRM performance and marketing performance in hotels." International Journal of Data and Network Science 5, no. 4 (2021): 745–56. http://dx.doi.org/10.5267/j.ijdns.2021.7.006.

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In recent times, there has been a significant decline in hotel occupancy rates, and this is primarily due to marketing performance. Hoteliers and the decision-makers are thus seeking new strategies to increase occupancy rates by enhancing marketing performance. The present work examined the relationship between customer relationship management performance and marketing performance by considering the moderating role of social customer relationship management on this relationship. In this work, both the “Resource-Based View Theory” and “Social Exchange Theory” were employed. Data from hotel mana

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Łapczyński, Mariusz. "O interdyscyplinarnym charakterze analitycznego CRM." Krakow Review of Economics and Management/Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie, no. 909 (December 19, 2015): 59–68. http://dx.doi.org/10.15678/krem.788.

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The purpose of this article is to highlight the interdisciplinary nature of analytical CRM and its relationships with other disciplines, research approaches and procedures. The author attempts to locate this research approach relative to other related disciplines. He refers to the Anglo-American and Scandinavian schools of relationship marketing, database marketing, data-driven marketing, business intelligence and market research. The summary of this study is to define analytical CRM from the perspective of marketing research.

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Fomicheva, E. "CRM-Systems' Role in Marketing Optimization Strategies." Bulletin of Science and Practice 10, no. 12 (2024): 399–404. https://doi.org/10.33619/2414-2948/109/51.

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This article analyzes the role of CRM (customer relationship management) systems in enhancing the effectiveness of companies' marketing strategies. It examines the impact of CRM on the personalization and adaptation of marketing campaigns in a highly competitive environment. The ability of CRM systems to structure and process customer data to better understand their needs and preferences is studied. The importance of CRM’s analytical capabilities for predicting customer behavior and improving targeting accuracy is highlighted. Challenges associated with CRM implementation, including high costs

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Gaikwad, Deepak Devendra. "Current Scenario of Different Type of Services Marketing and Delivery in Customer Relationship Management." International Journal of Engineering and Management Research 10, no. 1 (2020): 30–32. https://doi.org/10.31033/ijemr.10.1.6.

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<strong>A Significance of customer relationship management, CRM in banking sector and their benefit to their customer, principles of CRM, challenges for implementation. Profile of sample bank and their working performance were discussed perception of service quality of public and private sectors banks and their expectations in this regard and discussed in forthcoming the social  economic profile of the respondents is disused.</strong> <strong>The concept of CRM is vital to the insurance sector. Good customer service is the bust brand ambassador for any mode of insurance. The entire busine

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Singh, Jagwinder, and Shivani Saini. "Importance of CEM in CRM-CL framework." Journal of Modelling in Management 11, no. 1 (2016): 91–115. http://dx.doi.org/10.1108/jm2-05-2014-0038.

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Purpose – The purpose of this paper is to propose a model to understand the role of customer relationship management efforts in building, sustaining and enhancing customer loyalty (CL). Design/methodology/approach – This paper reviews extant literature in customer relationship management (CRM), customer experience management (CEM) and CL, with a particular emphasis on exploring the relationships between these proposed domains. Findings – The CRM efforts, customer acquisition, retention and experience, are suggested to have positive influence on attitudinal and behavioural loyalty. A model for

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Cao, Guangming, and Na Tian. "Enhancing customer-linking marketing capabilities using marketing analytics." Journal of Business & Industrial Marketing 35, no. 7 (2020): 1289–99. http://dx.doi.org/10.1108/jbim-09-2019-0407.

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Purpose Evidence in the literature has indicated that customer-linking marketing capabilities such as customer relationship management (CRM) and brand management are important drivers of marketing performance and that marketing analytics use (MAU) enables firms to gain valuable knowledge and insights for improving firm performance. However, there has been little focus on how firms improve their CRM and brand management via MAU. This study aims to draw on the absorptive capacity theory, research on marketing capabilities and marketing analytics to examine the capability-developing mechanisms th

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Umam, Khoerul. "MODEL KAPABILITAS “CUSTOMER RELATIONSHIP MARKETING: PADA INDUSTRI TEPUNG TAPIOKA DI KABUPATEN PATI." Jurnal Ekonomi dan Bisnis 18, no. 1 (2017): 56. http://dx.doi.org/10.30659/ekobis.18.1.56-70.

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This study aims to identify and analyze the influence of market information and human capitalon the performance capabilities of CRM marketing company with variable inervening on tapiocastarch industry in Pati regency with a sample size of 66 people. The sampling technique used inthis research is purposive sampling. Analysis tools is the path analysis and the test results showthat the human capital market information and found to have a positive and significant impacton CRM capabilities. Market information shown to have positive and significant impact on theperformance of marketing, then the ow

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Yanti, Pitri, Ratih Hurriyati, Vanessa Gaffar, and Puspo Dewi Dirgantari. "Optimising MSMEs B2B Marketing Performance Through Marketing Automation In CRM Strategy." Jurnal Manajemen 28, no. 3 (2024): 495–518. http://dx.doi.org/10.24912/jm.v28i3.1881.

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This research investigates the influence of technology readiness and ICT capabilities on marketing automation within B2B MSMEs' CRM strategies. Using quantitative methods in 105 B2B MSMEs employing marketing automation tools, the study employs Structural Equation Modeling (SEM) with Lisrel 8.8 software for analysis. Findings reveal that Technology Readiness significantly impacts ICT Capability, with innovation indicators holding a dominant 67.240 per cent effect. ICT Capability positively influences marketing automation, primarily driven by the use of ICT (84.600 per cent). Marketing automatio

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Sharopova, Nafosat. "TADBIRKORLIK FAOLIYATIDA ISTE'MOLCHILAR TADQIQOTINI O‘TKAZISHDA CRM TIZIMLARINING ROLI." Iqtisodiy taraqqiyot va tahlil 1, no. 4 (2023): 50–56. http://dx.doi.org/10.60078/2992-877x-2023-vol1-iss4-pp50-56.

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Jahon iqtisodiyotida biznes va marketing faoliyatini to‘liq raqamlashtirish masalalari ustuvor tendensiyalardan biri sifatida qaralmoqda. Bugungi kunda har bir tadbirkordan iste’molchilarga doir ma’lumotlar bazasini shakllantirish maqsadida amalga oshiriladigan marketing tadqiqot jarayonlarini raqamlashtirish hamda ushbu jarayonlarning samaradorligini yanada oshirish uchun CRM tizimidan foydalanish bo‘yicha ko‘nikma va malakaga ega bo‘lish talab etiladi. Shu boisdan, ushbu maqolada korxonaning innovatsion marketing faoliyatini samarali tashkil etishda CRM tizimlari orqali marketing tadqiqotlar

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Abdul, *. Asma Tahir Mumtaz Muhammad Khan &. Muhammad Arshad. "CUSTOMER RELATIONSHIP MANAGEMENT MODEL FROM STRATEGIC APPROACH: A KNOWLEDGE MANAGEMENT PERSPECTIVE." INTERNATIONAL JOURNAL OF RESEARCH SCIENCE & MANAGEMENT 5, no. 2 (2018): 121–40. https://doi.org/10.5281/zenodo.1185589.

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<strong>Purpose: </strong>To review the literature on Customer Relationship Management (CRM), identify the CRM models presented by different researchers. This paper considers CRM as a philosophy that can be translated into a strategy. An insight in the core components of CRM systems leading to inclusion of Tacit Knowledge (TK) can bring better understanding of marketing functioning. This understanding results in better decisions.   <strong>Design/methodology/approach:</strong> A review of more than 200 papers on CRM, marketing, relationship marketing and Knowledge Management (KM) directed

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Bush, Robert P., and James H. Underwood. "Using CRM to Manage Marketing Productivity." Journal of Relationship Marketing 6, no. 2 (2007): 89–116. http://dx.doi.org/10.1300/j366v06n02_07.

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Nejati, Mehran. "Successful cause-related marketing." Strategic Direction 30, no. 8 (2014): 35–37. http://dx.doi.org/10.1108/sd-11-2013-0091.

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Purpose – The purpose of this study is to highlight the importance of cause-related marketing (CRM) and explain the factors which influence the success of a CRM campaign. Design/methodology/approach – Provides a viewpoint article based on the author's experience and expertise. Findings – Through explaining the key factors which impact the success of CRM, this article provided insights to company directors and management consultants. It has been indicated that the three most important attributes of a case for the success of CRM campaigns include importance, proximity and fit of the cause with f

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Liu, Gordon, Meng-Shan Sharon Wu, Wai Wai Ko, Cheng-Hao Steve Chen, and Yantai Chen. "Cause-related marketing." International Marketing Review 37, no. 4 (2019): 713–34. http://dx.doi.org/10.1108/imr-04-2019-0114.

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Purpose Cause-related marketing (CRM) focuses on the use of marketing tools to publicize a firm’s corporate social responsibility (CSR) activities. Drawing on legitimacy theory, the purpose of this paper is to investigate the impact of CRM-led CSR in international business-to-business (B2B) markets. In particular, the authors examine the relationship between supplier CRM-led philanthropic CSR reputation and foreign customer business engagement in an international B2B setting. The authors also test how the foreign customer’s host-country sustainable development level moderates this relationship

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Rahman, Md Matiur. "The Role of Customer Relationship Management (CRM) Systems in Enhancing Marketing Strategies." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50940.

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In the digital-first economy, organizations are increasingly relying on Customer Relationship Management (CRM) systems as a central pillar of their marketing strategy. These systems play a pivotal role in integrating customer data, improving segmentation, enhancing personalization, and enabling more effective campaign management. This research paper critically explores how CRM systems enhance marketing strategies by fostering deeper customer relationships, improving communication, and driving strategic decision-making. Drawing from extensive literature and conceptual analysis, the study conclu

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Noor, Hesty Latifa, Novita Yuliani, Alifah Sari Nugraini, and Intan Maharani. "Peningkatan Pengetahuan tentang Customer Relationship Manajemen (CRM) Tim Pemasaran Rumah Sakit PKU Muhammadiyah Sukoharjo." Pandawa : Pusat Publikasi Hasil Pengabdian Masyarakat 1, no. 4 (2023): 79–85. http://dx.doi.org/10.61132/pandawa.v1i4.165.

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PKU Muhammadiyah Sukoharjo Hospital is a type C hospital that is currently developing offering health services with target service coverage in Sukoharjo Regency. Currently, the marketing team at PKU Muhammadiyah Sukoharjo Hospital is starting to pioneer the development of marketing efforts which are expected to increase patient visits. High competition between hospitals is one of the factors that patient visits at PKU Muhammadiyah Sukoharjo Hospital tend to fluctuate. The marketing team's lack of knowledge regarding marketing strategies and the large number of job desks for each marketing memb

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Altwaijri, Ahmad Saleh. "Corporate social responsibility and its role in the impact of marketing tools on strategic marketing." Journal of Project Management 10, no. 2 (2025): 367–74. https://doi.org/10.5267/j.jpm.2025.1.003.

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This paper aims to examine the role of CSR in the impact of two marketing tools (social media and CRM) on two dimensions of strategic marketing (innovation orientation and marketing capabilities). Gathering data from a sample of managers and employees in service firms using a questionnaire, it was found that both marketing capabilities and innovation orientation are positively related to social media and CRM. However, CSR mediates only the impact of social media on marketing capabilities and the impact of CRM on marketing capabilities. There was no significant mediating role of CSR in the effe

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Kımıloğlu, Hande, and Hülya Zaralı. "What signifies success in e‐CRM?" Marketing Intelligence & Planning 27, no. 2 (2009): 246–67. http://dx.doi.org/10.1108/02634500910945011.

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PurposeThis paper seeks to use the balanced scorecard approach to create a performance measurement tool for e‐CRM implementations, distinguishing the criteria which signify higher levels of success in e‐CRM for internet businesses.Design/methodology/approachA performance measurement tool assessing the success of e‐CRM implementations under the customer, internal business, innovation and learning, and financial perspectives of the balanced scorecard is constructed. A total of 72 internet businesses in Turkey were surveyed about how much their CRM implementations contributed to the improvement i

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Liu, Shuang, and Ursula D. Regua Orlina. "Personalization and Customer Relationship Management (CRM) in Marketing Strategies for Elderly Care Communities." International Journal of Social Science and Humanities Research 12, no. 3 (2024): 87–91. https://doi.org/10.5281/zenodo.12773950.

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<strong>Abstract:</strong> The effectiveness of marketing strategies in elderly care communities is increasingly dependent on personalization and robust Customer Relationship Management (CRM) systems. This paper examines the pivotal role these elements play in enhancing customer engagement and satisfaction. By tailoring marketing messages to the unique needs and preferences of potential residents and their families, elderly care communities can create more meaningful connections and foster trust. The implementation of CRM systems is crucial for managing and nurturing these relationships over t

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Jih, Wen-Jang, and Su-Fang Lee. "Effects of e-CRM Value Perceptions on Website Loyalty." International Journal of E-Business Research 6, no. 3 (2010): 1–14. http://dx.doi.org/10.4018/jebr.2010070101.

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Web-enabled customer relationship management, or e-CRM, holds the promise to simultaneously achieve the conflicting goals of strategic flexibility and operational efficiency in developing and executing innovative e-commerce marketing strategies. A new multi-disciplinary field involving such diverse areas as marketing, information systems, and consumer behavior, e-CRM seeks to strengthen customer relationship via a portfolio of trust-building practices with the support of powerful information technologies. While most literature in e-CRM has focused on how firms formulate and implement e-CRM ini

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He, Hongwei, Weichun Zhu, Dennis Gouran, and Olivia Kolo. "Moral identity centrality and cause-related marketing." European Journal of Marketing 50, no. 1/2 (2016): 236–59. http://dx.doi.org/10.1108/ejm-10-2014-0613.

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Purpose – This paper aims to examine how consumer moral identity (MI) affects the impact of cause-related marketing (CRM). CRM is a popular hybrid marketing tool that incorporates charitable initiatives and sales promotion. CRM has strength in simultaneously encouraging consumer purchases and doing something good for the society. Drawing on the moral identity (MI)-based motivation model, this research examines how consumer MI influences consumer behavioural response to CRM. Design/methodology/approach – Two field experiments were conducted to test a series of hypotheses relating to the conditi

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Anggraini, Ni Putu Nita, Ni Nyoman Kerti Yasa, I. Gusti Ayu Ketut Giantari, and Ni Wayan Ekawat. "The impact of SNS marketing use on women entrepreneurs in the new normal era." International Journal of Data and Network Science 6, no. 3 (2022): 769–78. http://dx.doi.org/10.5267/j.ijdns.2022.3.004.

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The goal of this research was to see how network site marketing (SNS marketing) affected marketing performance in terms of customer relationship management (CRM) and marketing capabilities. This research was conducted with a quantitative approach. The population in this study are all female entrepreneurs who use SNS marketing in Bali. The sample is 260 MSMEs taken by purposive sampling. The data will be analyzed descriptively and inferentially. The inferential statistic used is Structural Equation Modeling (SEM) based on variance, namely Partial Least Square (SEM PLS) with SmartPLS 3.0 program

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南, 知惠子. "CRMにおける営業ナレッジ戦略". Japan Marketing Journal 23, № 1 (2003): 4–17. http://dx.doi.org/10.7222/marketing.2003.025.

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Janakova M, Suchanek P., Padysak P., and J. Botlik. "The KPI Hierarchy for CRM and Marketing." GIS Business 15, no. 1 (2020): 263–77. http://dx.doi.org/10.26643/gis.v15i1.18378.

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The purpose of this paper is to specify the recommended KPI hierarchy for marketing in CRMs in case small business. There are proven KPIs (hard) based on financial resources such as total revenues, summary expenses, revenues by customers, expenses by campaign, or revenue generated by campaign. These KPIs have a clear impact on business development. It is not such important for small business because their owners know the true status of the business account. They have to grow. From this point of view, other soft KPIs help better. They are not focused on finance, but rely on measuring active wor

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Link, Jörg. "CRM - neue Perspektiven für das Marketing-Controlling." Controlling 14, no. 10 (2002): 541–54. http://dx.doi.org/10.15358/0935-0381-2002-10-541.

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McKim, B. "The differences between CRM and database marketing." Journal of Database Marketing & Customer Strategy Management 9, no. 4 (2002): 371–75. http://dx.doi.org/10.1057/palgrave.jdm.3240086.

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Al-Refaie, Abbas, Mohammad D. AL Tahat, and Nour Bata. "CRM/e-CRM Effects on Banks Performance and Customer-Bank Relationship Quality." International Journal of Enterprise Information Systems 10, no. 2 (2014): 62–80. http://dx.doi.org/10.4018/ijeis.2014040104.

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This research aims at examining the effects of customer relationship management (CRM) and electronic CRM (e-CRM) on banks performance in Jordan using structural equation modelling. Two structural models, I, and II are developed. Fourteen reputable Jordanian banks are selected. Results of Model I show that: (1) internet service function and customer support have significant influence on relationship management (RM), (2) marketing support function has insignificant influence on RM, which indicates, and (3) RM has positive influence on business performance; learning and growth, customer satisfact

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Jiyanova, Aziza. "Bank marketingi samaradorligini baholash va uni oshirish yo'llari." Journal of Science-Innovative Research in Uzbekistan 2, no. 10 (2024): 476–86. https://doi.org/10.5281/zenodo.13963768.

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Ushbu ilmiy maqola bank marketingi samaradorligini baholash va uni oshirishning turli yo‘llariga bag‘ishlangan. Maqolada tijorat banklari uchun marketing strategiyalarining ahamiyati chuqur tahlil qilinadi, bu esa banklarning raqobatbardoshligini oshirish va mijozlar ehtiyojlarini qondirishda muhim omil bo‘lib hisoblanadi. Samaradorlikni baholashda asosiy ko‘rsatkichlar sifatida mijozlar sonining o‘sishi, qoniqish darajasi, moliyaviy natijalar va brend tan olinishi kabi omillar tahlil qilingan. Maqolada bank marketingini rivojlantirish yo‘llari batafsil ko&l

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Astuti, Miguna, Rosali Sembiring, and Marlina Marlina. "Marketing Performance of MSME 4.0 Amidst COVID-19 Transition: Marketing Mix, E-CRM and Risk Perception." Jurnal Organisasi dan Manajemen 20, no. 1 (2024): 51–64. http://dx.doi.org/10.33830/jom.v20i1.6127.2024.

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Purpose – This study was conducted to analyze the influence of marketing mix strategy on performance through E-CRM and risk perception of COVID-19. Methodology – The study used a quantitative approach and the processed data was obtained from 302 MSME actors who have operated digitally for over three years in Indonesia. Furthermore, the data analysis was carried out using the Path Analysis. Findings – The results showed that marketing mix strategy could influence performance, independently or through E-CRM and Risk Perception of COVID-19. Meanwhile, Electronic-Customer Relationship Management (

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Araújo, Cíntia Cristina Silva de, Cristiane Drebes Pedron, Dirceu da Silva, and Winnie Ng Picoto. "A CRM system by itself isn’t enough! The effect of marketing capabilities and innovation orientation on CRM performance." Revista Gestão & Tecnologia 23, no. 3 (2023): 32–61. https://doi.org/10.20397/2177-6652/2023.v23i3.2649.

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Purpose: This research aims to advance the studies on the effect of Customer Relationship Management (CRM) systems and practices to capture and apply customer information on the perceived performance of customer relationship management and innovation-oriented culture. In addition, this paper aims to contribute to dynamic capability theory by studying the effect of dynamic capabilities through the lens of relationship marketing.Methodology: We collected 268 responses from professionals in marketing and information technology and used Partial Least Square-Structural Equation Modeling (PLS-SEM) t

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Sharma, Aran, and Gopalkrishnan R. Iyer. "Country Effects on CRM Success." Journal of Relationship Marketing 5, no. 4 (2007): 63–78. http://dx.doi.org/10.1300/j366v05n04_05.

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Perez-Vega, Rodrigo, Paul Hopkinson, Aishwarya Singhal, and Marcello M. Mariani. "From CRM to social CRM: A bibliometric review and research agenda for consumer research." Journal of Business Research 151 (November 2022): 1–16. http://dx.doi.org/10.1016/j.jbusres.2022.06.028.

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Fairhurst, P. "e-CRM." Journal of Database Marketing & Customer Strategy Management 8, no. 2 (2001): 137–42. http://dx.doi.org/10.1057/palgrave.jdm.3240028.

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Wehmeyer, Kai. "Aligning IT and marketing — The impact of database marketing and CRM." Journal of Database Marketing & Customer Strategy Management 12, no. 3 (2005): 243–56. http://dx.doi.org/10.1057/palgrave.dbm.3240260.

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Vrontis, Demetris, Michael Christofi, and Constantine S. Katsikeas. "An assessment of the literature on cause-related marketing: implications for international competitiveness and marketing research." International Marketing Review 37, no. 5 (2020): 977–1012. http://dx.doi.org/10.1108/imr-07-2019-0202.

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PurposeA substantial, albeit scattered, body of research evidence is accumulating in the cause-related marketing (CRM) research stream. Thus, there is a need of a systematic overview of extant literature to map and holistically understand the CRM domain.Design/methodology/approachTo address this issue and make progress in this important area, the authors systematically review and critically examine the state of academic research on CRM.FindingsBased on a systematic review of 105 journal articles published over the past 30 years, the results reveal that CRM research is a vibrant and rapidly gro

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Handa, Meenakshi, and Shruti Gupta. "Digital cause-related marketing campaigns." Journal of Indian Business Research 12, no. 1 (2020): 63–78. http://dx.doi.org/10.1108/jibr-09-2019-0285.

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Purpose With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign

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Yang, Hsin-Ti, and Ghi-Feng Yen. "Consumer responses to corporate cause-related marketing." European Journal of Marketing 52, no. 9/10 (2018): 2105–27. http://dx.doi.org/10.1108/ejm-07-2017-0468.

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Purpose This paper aims to adopt the perspectives of cognition and emotions to investigate whether the interdependent self-construal of consumers in a Chinese collectivist culture, along with empathy and moral identity, evokes direct and indirect responses to corporate cause-related marketing (CRM). Design/methodology/approach A total of 901 valid questionnaires were retrieved, and PROCESS macro for SPSS was used to test the multiple mediation and serial mediation hypotheses. The structural equation modeling was also used to confirm the results. Findings The empirical results showed that consu

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Hoeckesfeld, Lenoir, Jackson Cittadin, Estela Maria Hoffmann, Claudia Silva Ribeiro Alves, and Maria José Barbosa de Souza. "Por Onde Anda o Marketing de Relacionamento?" Revista de Negócios 26, no. 4 (2023): 46. http://dx.doi.org/10.7867/1980-4431.2021v26n4p46-61.

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O objetivo deste artigo teórico é propor uma discussão conceitual entre Marketing de Relacionamento (MR), Práticas Contemporâneas de Marketing (PCM) e Customer Relationship Management (CRM), por meio de um framework que apresente a “relação” entre esses três construtos e com isso sugerir uma agenda de pesquisa na área. A metodologia empregada foi a revisão narrativa. O método baseia-se na análise de literatura, interpretação e análise crítica do pesquisador. A pesquisa é pioneira ao englobar a discussão de três importantes conceitos: Marketing de Relacionamento, Práticas Contemporâneas de Mark

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Permana, Herman, and Martinus Tukiran. "IMPLEMENTATION OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN MODERN MARKETING MANAGEMENT (LITERATURE REVIEW)." International Journal of Multidisciplinary Research and Literature 3, no. 6 (2024): 768–78. https://doi.org/10.53067/ijomral.v3i6.274.

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This study discusses the implementation of Customer Relationship Management (CRM) in modern marketing management, focusing on the application of technology and its impact on the relationship between companies and customers. CRM is crucial in enhancing customer satisfaction, reinforcing loyalty, and facilitating personalization in marketing. Numerous studies in the past five years indicate that big data, artificial intelligence (AI), and cloud computing significantly enhance customer data collection and analysis, enabling companies to deliver more accurate and efficient services. However, the m

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Haudi, Haudi, Erna Retno Rahadjeng, Ruby Santamoko, et al. "The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era." Uncertain Supply Chain Management 10, no. 1 (2022): 217–24. http://dx.doi.org/10.5267/j.uscm.2021.9.006.

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The aim of this research is to analyze the effects of e-Marketing, e-CRM and e-Marketing on e-Loyalty and company performance. The study is quantitative with a questionnaire approach. Data processing tools use the SmartPLS 3.3.3 software. The primary data collection method was by distributing online questionnaires through online surveys to 286 managers of non-e-commerce companies during covid pandemic and digital era. The regression test results show the e-Marketing has a significant effect on Company Performance, e-CRM has significant effect on Company Performance, e-Marketing has no signific

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Christofi, Michael, Demetris Vrontis, and Erasmia Leonidou. "Product innovation and cause-related marketing success." Marketing Intelligence & Planning 32, no. 2 (2014): 174–89. http://dx.doi.org/10.1108/mip-10-2012-0108.

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Purpose – The purpose of this paper is twofold. First, the authors aim to identify all the product- and brand-related factors that promote cause-related marketing (CRM) success. The second part of this research aim is, to undertake a product innovation theory application into the context of CRM, examine the degree and nature of its theoretical and practical consonance, and develop an integrated conceptual framework for CRM success. Design/methodology/approach – The paper is conceptual and incorporates and interrelates the findings of existing CRM research as applied within the context of corpo

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Castanheira, Bruna Monteiro, Susana Costa E Silva, and Carla Carvalho Martins. "What Do Managers Think About the Success Potential of CRM Campaigns?" Studia Universitatis Babes-Bolyai Oeconomica 64, no. 2 (2019): 33–52. http://dx.doi.org/10.2478/subboec-2019-0008.

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Abstract This research analyzes cause-related marketing (CrM) from the perspective of companies. The study aims to achieve a better understanding about what managers think about CrM by analyzing the level of acceptance and usage of this marketing tool, based on the UTAUT model. Using in-depth interviews as research method, we conclude that managers see the benefit of company partaken in initiatives as such, but not necessarily CrM. The reasons why managers choose to participate in Cause-related Marketing initiatives originate from the mix obtained through improving the firm by doing something

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Sansern, Chotipong, Supaprawat Siripipatthanakul, and Bordin Phayaphrom. "The Relationship Between Digital Marketing, Customer Relationship Marketing (CRM), and Online Purchase Intention : The Case of Facebook Live in Thailand." International Conference On Research And Development (ICORAD) 1, no. 2 (2022): 97–109. http://dx.doi.org/10.47841/icorad.v1i2.47.

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This research investigated the relationship between digital marketing, customer relationship marketing (CRM), and online purchase intention among Facebook Live customers in Thailand. The online survey was distributed and collected data from 355 Facebook Live customers in Thailand by convenience sampling adopting the quantitative method. The data was analysed using SPSS for descriptive analysis and the partial least structural equation model (PLS-SEM) for hypothesis testing. The findings supported the relationship between digital marketing and online purchase intention through the mediating rol

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Zhang, Anran, Pamela Saleme, Bo Pang, James Durl, and Zhengliang Xu. "A Systematic Review of Experimental Studies Investigating the Effect of Cause-Related Marketing on Consumer Purchase Intention." Sustainability 12, no. 22 (2020): 9609. http://dx.doi.org/10.3390/su12229609.

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Cause-related marketing (CRM) is a globally popular marketing technique due to its value to multiple stakeholders such as the companies, the consumers, the non-profit organizations, and the society. The key to successful CRM is the consumer purchasing the cause-related product, and experimental methodology was adopted mostly during this process. Therefore, this paper systematically reviewed the CRM literature that measured consumers’ purchase intentions using the experimental methodology. A systematic literature research was undertaken examining five databases and 68 qualified articles were id

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Roopchund, Randhir. "Exploring Social CRM for Development of SMEs in Mauritius." Journal of Enterprising Culture 27, no. 01 (2019): 93–109. http://dx.doi.org/10.1142/s0218495819500043.

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This paper explores different Customer Relationship Management (CRM) solutions that may be adopted by SMEs in Mauritius. The Mauritian government has the ambition of increasing the contribution of SMEs to the overall GDP of Mauritius from 40 to 65% by year 2025. CRM is about building and enhancing relationships so as to increase long term profitability of the company. The aim of the research is to consider different Social CRM strategies that may be adopted by SMEs to achieve the national exports strategy. This research shows that SMEs consider websites and social media marketing more importan

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Axliano, Anak Agung Gaizka, and M. Abdi Dzil Ikhram. "Pengaruh Digital Marketing Dan E-Crm Terhadap Customer Loyalty." Jurnal Manajemen Pemasaran dan Perilaku Konsumen 3, no. 3 (2024): 747–54. http://dx.doi.org/10.21776/jmppk.2024.03.3.17.

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The efforts of PT Bank Sinarmas Syariah to use internet technology and social media need to be supported with easy and efficient marketing and services. The bank has also developed an application called SimobiPlus, which is used to provide 24-hour service and enables marketing easily reachable by the customers. The objective of this research is to identify the effects of digital marketing and E-CRM on customer loyalty using quantitative descriptive method. A descriptive research seeks for the value certainty from independent variables with neither making comparison nor drawing relationship wit

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