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The Role of e-Marketing in Customer Retention: A Comparative Study Between Saudi Arabian and British Organisations - Dissertation Example

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The intention of this study is gaining insight into the aspects of e-marketing as a whole in the context of customer retention as it is crucial to have clear understanding prior to making any comparison between the organisations that belong to two different countries. …
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The Role of e-Marketing in Customer Retention: A Comparative Study Between Saudi Arabian and British Organisations
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"The Role of e-Marketing in Customer Retention: A Comparative Study Between Saudi Arabian and British Organisations"

Download file to see previous pages As far as this piece of research is concerned, research problems are explained below. Research Problems Any research regarding e-marketing may be considered very important as today hundreds and thousands of products are being sold through this method. Billions of dollars are invested by the organisations to make their e-marketing efforts successful. As the world becomes more and more dependent on the electronic gadgets, companies have to give more and more attention to the aspects of e-marketing. Now organisations belong to different countries have different work culture and hence different point of view towards adopting and applying any marketing tool as a strategic weapon. In the past, researches have been conducted to find out the overall scenario regarding e-marketing in a particular nation. For instance, Octane Marketing Pvt Ltd has recently revealed a research report where clear picture of e-marketing is provided in the context of Indian market (Octane Marketing PVT Ltd, 2011). However, it does not specifically address the effectiveness of e-marketing in the process of retaining customers. Several researches have been conducted in the past keeping customer retention as a separate topic rather than associating it with the aspects of e-marketing. For instance, in 2006 a research report was published by European Journal of Marketing and the title was ‘customer retention management processes’ (Ang, & Buttle, 2006).In this research, the principle objective was to recognize the relationship between various management processes like customer retention budgets and customer retention outcomes. So, it is quite clear that there is enough vacant space for carrying out a research on the role of e-marketing in the customer retention process. As far as the country...
The paper tells that there are several online and offline resources that are expected to provide enough information regarding the theoretical facets of the two main aspects of this research i.e. customer retention and e-marketing. Books like ‘E-Business and E-Commerce Management’, ‘E-Marketing’, ‘Advances in electronic marketing’ and many other are likely to be the sources of all the relevant information that is related to the core ideas as well as the usage of e-marketing. In addition to books, journals can also be used as an important source of crucial literatures regarding e-marketing. Relevant articles are expected to be accessed by going through ‘European Journal of Marketing’, ‘International Marketing Review’, ‘Journal of business strategy’ and many more journals. The literature review section is likely to include proper description of the definitions of e-marketing and the main ideas of it. Furthermore, it is likely to contain the views of different experts regarding the core concepts of e-marketing. Such views can be obtained from various previous research reports on the subject. Concepts of customer retention are also very important and hence they must be properly reviewed in the literature review section. Books are the best source for finding literature regarding the aspect like customer retention. The literature review section in the main research report is likely to include proper definitions and main concepts of customer retention as well as its importance in the present global market scenario. ...Download file to see next pagesRead More
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