Internet marketing (BM440)

Internet Marketing
Name of the student
Institution affiliation
Internet Marketing
Part A
Three pillars of relationship management
The personnel in any organization make an integral part of relationship management. These are the human perspectives that are key to the company’s success or failure. In perspective, the human aspect of any organization determines the sales markets and is an important driver towards sustained relationships with customers (Bailey, 2011). The benefit of the personnel pillar is that it has a direct connection with the customers, implying that it has the correct knowledge of the customer’s needs.
The technology of any firm determines its ability to foster positive relationships with its customers. It is a fundamental element of the system that links all the others in a way that helps the organization increases its usefulness to the society (Chaffey, 2009). Technology defines the quality of products, level of communication and has direct impacts on the profits made by the firms. The benefit of technology in relationship management is that it is far reaching and connects every component in the relationship,
Thirdly, the organizational structure is an important pillar. It dictates how the organization relates to its customers and the policies to be enforced. It defines the dedication to customers’ satisfaction with the firm, and draws the roadmap towards promotion and sustenance of positive relationships. The benefit of this pillar is that good organizations reduce marketing costs of sustaining their customers.
Part b
Technology’s importance to support relationship marketing
The integration of technology in relationship management is fundamental because it automates the marketing strategies for new products that reach the consumer in real time. Further, the use of...