A01 chaf6542 06 se fm indd

Essay and discussion questions

1 

On what basis should marketing managers decide on the communications mix for 

an e‑commerce site?

2 

Evaluate the current communications mix for an online e‑tailer and make rec‑

ommendations for future communications to achieve customer acquisition and 

retention.

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Chapter 9  Customer relationship management

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 Altimeter (2010) Social CRM: The New Rules of Relationship Management. White 

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group.com/2010/03/altimeter-report-the-18-use-cases-of- social-crm-the-new-

rules-of-relationship-management.html

 . 

 Bart, Y., Shankar, V., Sultan, E. and Urban, G. (2005) Are the drivers and role of online 

trust the same for all web sites and consumers? A  large-  scale exploratory empirical study. 

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