E/EI/16. Dissertation. Customer relationship in Internet Marketing

The dissertation investigates the importance of customer relationship management (CRM) in E-marketing providing a review of literature on CRM, marketing theory, Internet’s marketing function, the impact of the Internet on customer relationship, etc. A case study of CRM in Dell Computer Corporation is conducted performing their environmental and strategic analysis (using PESTE, Porter’s five forces, SWOT models, etc.). Secondary research is combined with primary research methods based on the data obtained through questionnaires. Conclusions are made about the factors that influence customer relationship established through the Internet.