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E-Customer Relationship Management

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Handbuch Digitale Wirtschaft

Part of the book series: Springer Reference Wirtschaft ((SRW))

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Zusammenfassung

Mit der fortschreitenden Digitalisierung vieler Wirtschaftsbereiche gehen auch tief greifende Veränderungen im Customer Relationship Management (CRM) einher. Vor diesem Hintergrund greift der folgende Artikel das Electronic-CRM (E-CRM) als Teilbereich des CRM auf, der zunehmend an Bedeutung gewinnt. Ausgehend von neuen technologischen Rahmenbedingungen, wie etwa Big Data Analytics und Künstliche Intelligenz sowie der wachsenden Anzahl von Customer Touchpoints werden in diesem Beitrag neue Handlungsfelder des E-CRM aufgezeigt und die damit verbundenen Chancen und Risiken für das CRM beleuchtet.

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Author information

Authors and Affiliations

  1. Professur für Marketing und Handelsbetriebslehre, Technische Universität Chemnitz, Chemnitz, Deutschland

    Achim Kießig, Katja Lohmann & Cornelia Zanger

Authors
  1. Achim Kießig
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  2. Katja Lohmann
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  3. Cornelia Zanger
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Correspondence to Achim Kießig .

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Editors and Affiliations

  1. Universität Duisburg-Essen, Essen, Germany

    Tobias Kollmann

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Kießig, A., Lohmann, K., Zanger, C. (2020). E-Customer Relationship Management. In: Kollmann, T. (eds) Handbuch Digitale Wirtschaft. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-17345-6_25-1

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  • DOI: https://doi.org/10.1007/978-3-658-17345-6_25-1

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