Title: Conceptual and operative aspects of e-merchandising

Authors: Inmaculada J. Martinez, Juan Miguel Aguado

Addresses: Departamento de Informacion y Documentacion, Facultad de Comunicacion y Documentacion, Universidad de Murcia, Campus de Espinardo s/n, 30100 Espinardo – Murcia, Spain. ' Departamento de Informacion y Documentacion, Facultad de Comunicacion y Documentacion, Universidad de Murcia, Campus de Espinardo s/n, 30100 Espinardo – Murcia, Spain

Abstract: In market globalisation, efficient customer management is a fundamental element to stay profitable. The quest for customer loyalty becomes a key factor especially in those e-business formats developed by retail SMEs. This paper|s contribution is to systematise the possibilities of obtaining loyalty in B2C e-commerce, posing the relevance of information management applications such as Customer Relationship Management (CRM) in the kind of communication strategies used in real and/or virtual points of purchase (merchandising and e-merchandising).

Keywords: customer loyalty; customer relationship management; CRM; B2C e-commerce; e-merchandising; communication strategies; internet marketing; internet advertising; electronic commerce; globalisation; electronic merchandising; SMEs; small and medium-size enterprises.

DOI: 10.1504/IJIMA.2008.017022

International Journal of Internet Marketing and Advertising, 2008 Vol.4 No.2/3, pp.197 - 212

Published online: 04 Feb 2008 *

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