Managing relations through electronic-customer relationship marketing [E-CRM]

Relationship marketing prevalent in the pre-industrial era had give way to transactional marketing in the post-industrial era. This article is an attempt to trace the emergence of Relationship Marketing and also explain the CRM and E-CRM models of relationship management. E-CRM focused on activities to manage customer relationships by using the internet, web browser or other electronic touch points. The challenge hereby is to offer communication and information on the right topic, in the right amount and at the right time that fits the customer's specific needs. This paper “MANAGING RELATIONS THROUGH ELECTRONIC-CUSTOMER RELATIONSHIP MARKETING [E-CRM]” includes different concepts relating to Relationship Marketing, CRM-what it is all about and various concepts relating to E-CRM, its elements, areas, benefits and various challenges in E-CRM. It is hoped that this paper, would be a useful reference document for both researchers and practitioners of marketing.