Advertisement

Rounding Out Relationship Management: Trade Shows, Call Centers, Internet

  • Christian Homburg
  • Heiko Schäfer
  • Janna Schneider
Chapter
Part of the Management for Professionals book series (MANAGPROF)

Abstract

This chapter considers other forms of salesperson-customer contact beyond the traditional face-to-face sales call. The authors for example lay out detailed steps for planning and implementing a successful trade show experience and analyze various objectives a firm may have going into such an experience.

The internet section of this chapter gives extensive attention to the use of the internet as a relationship management tool, including ways to leverage its interactivity, multi-functionality, individuality, and selectivity. The authors also examine the extensive range of elements necessary for a successful internet presence.

Keywords

Success Factor Call Center Virtual Community Retail Store Electronic Marketplace 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. Ainscough, T., & Luckett, M. (1996). The internet for the rest of us: Marketing on the world wide web. Journal of Consumer Research, 13(2), 36–47.Google Scholar
  2. Backhaus, K. (2007). Industriegütermarketing (9 Aufl.). MünchenGoogle Scholar
  3. Bauer, H. (1998). Electronic Commerce: Stand, Chancen und Probleme. Arbeitspapier (M38) des Instituts für Marktorientierte Unternehmensführung (IMU) an der Universität Mannheim, Mannheim.Google Scholar
  4. Bauer, H., Fischer, M., & Sauer, N. (1999). Wahrnehmung und Akzeptanz des Internet als Einkaufsstätte – Theorie und empirische Befunde. Arbeitspapier (W26) des Instituts für Marktorientierte Unternehmensführung (IMU) an der Universität Mannheim, Mannheim.Google Scholar
  5. Bruhn, M. (2009). Kommunikationspolitik: Systematischer Einsatz der Kommunikation für Unternehmen (5th ed.). München: Vahlen.CrossRefGoogle Scholar
  6. Cohen, P. (1998). Standortwahl von internationalen/europaweiten Call Centern. In H. Henn, J. Kruse & O. Strawe (Hrsg.), Handbuch für Call Center Management. Hannover: Telepublic-Verl..Google Scholar
  7. Denger, K., & Wirtz, B. (1999). Customer Call Center – eine empirische Analyse zur Gründung, Organisationsstruktur und Ausgestaltung in der Versicherungswirtschaft. Die Unternehmung, 53(2), 89–103.Google Scholar
  8. Esch, F., Langner, T., & Fuchs, M. (1998). Gestaltung von Electronic Malls. In V. Trommsdorf (Hrsg.), Handelsforschung 1998/99 (pp. 183–205). Wiesbaden: Gabler.Google Scholar
  9. Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545–560.CrossRefGoogle Scholar
  10. Hoffman, D., Novak, T., & Chatterjee, P. (1995). Commercial scenarios for the web: Opportunities and challenges. Journal of Computer-Mediated Communication, 1(3), 1–17.Google Scholar
  11. Kaplan, S., & Sawhney, M. (2000). E-Hubs: The B2B-marketplaces. Harvard Business Review, 78(3), 97–104.Google Scholar
  12. Lingenfelder, M. (1996). Die Internationalisierung im europäischen Einzelhandel. Berlin: Duncker und Humblot.Google Scholar
  13. Lohse, G., & Spiller, P. (1999). Internet retail store design: How the user interface influences traffic and sales. Journal of Computer-Mediated Communication, 5(2).Google Scholar
  14. Peng, H., Lurie, N. H., & Mitra, S. (2009). Searching for experience on the web: An empirical examination of consumer behavior for search and experience goods. Journal of Marketing, 73(2), 55–69.CrossRefGoogle Scholar
  15. Sénécal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159–169.CrossRefGoogle Scholar
  16. Smith, T., Gopalakrishna, S., & Smith, P. (2004). The complementary effect of trade shows on personal selling. International of Research in Marketing, 21(1), 61–76.CrossRefGoogle Scholar
  17. Wiencke, W., & Koke, D. (1999). Call Center Praxis: Den telefonischen Kundenservice erfolgreich organisieren (2nd ed.). Stuttgart: Schäffer-Poeschel.Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Christian Homburg
    • 1
  • Heiko Schäfer
    • 2
  • Janna Schneider
    • 3
  1. 1.Lehrstuhl für ABWL und Marketing IUniversität MannheimMannheimGermany
  2. 2.MünchenGermany
  3. 3.GanderkeseeGermany

Personalised recommendations