Entrepreneurial Marketing of E-CRM in SMEs

Abstract

Marketing in medium and small-scale enterprises (SMEs) is altogether very different to marketing as proposed theoretically for large organizations. This chapter is dedicated to the gathered research on the effect and impact of IBTs on the customer relationship management (CRM) activities (i.e., e-CRM) of SMEs in Gurgaon. A cocktail method approach including online in-depth interviews, online questionnaires, and projective techniques was followed. Of 286 respondents, factor analysis was carried out leading to communication with customers and management of customer information being processed as the main area within the e-CRM in SMEs. In order to provide better communication and information management abilities to varying customers, SMEs are following relatively simple IBTs. It is harder to consolidate customer information into decision making than just the communication side of it. In SMEs, e-CRM tries to be adhoc rather than strategic.