Title: Marketing strategies through customer attention: beyond technology-enabled Customer Relationship Management

Authors: Steve Jones, Ashok Ranchhod

Addresses: Conwy County Borough Council, UK. ' Southampton Business School, UK

Abstract: This paper presents a conceptual analysis of contemporary psychological theories to develop marketing practice. It attempts to further understand approaches that often fail to recognise subtle complexities associated with customer attention. This is important in marketing strategies where organisational objectives, consumer behaviours and individual preferences are systematically investigated. The intention is to augment concepts from technology-enabled Customer Relationship Management (CRM) towards an exploratory framework, designed to explore the nature of attention. Further research is suggested, through theoretical constructs and empirical analysis to further understand, so called a-commerce. These approaches will offer valuable insights into future successful marketing.

Keywords: psychology; marketing; customer relationship management; CRM; customer attention.

DOI: 10.1504/IJECRM.2007.017797

International Journal of Electronic Customer Relationship Management, 2007 Vol.1 No.3, pp.279 - 286

Published online: 14 Apr 2008 *

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