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Unpublished Paper
Exploring and Explaining Entrepreneurial Marketing: Investigating e-CRM in SMEs using a Mixed Methods Research Design
currently under review (2011)
  • Paul Harrigan, University of Southampton
  • Elaine Ramsey, University of Ulster
  • Patrick Ibbotson, University of Ulster
Abstract

Small and medium-sized enterprises (SMEs) are vital to our economies, and they perform marketing resembling customer relationship management (CRM) theory. A study investigated the role of technology on the CRM activities (i.e. e-CRM) of SMEs in Ireland. This paper both reports the findings and the methodological process undertaken, which was a mixed methods research design comprising quantitative and qualitative methods. Hence this paper constitutes a methodological contribution to the entrepreneurship discipline. Regarding the research problem, the research design facilitated significant theoretical and practical contributions to entrepreneurial marketing, regarding using technology in customer communication and customer information management in e-CRM.

Keywords
  • Methodology,
  • Mixed Methods,
  • Marketing,
  • Internet,
  • SME
Publication Date
2011
Citation Information
Paul Harrigan, Elaine Ramsey and Patrick Ibbotson. "Exploring and Explaining Entrepreneurial Marketing: Investigating e-CRM in SMEs using a Mixed Methods Research Design" currently under review (2011)
Available at: http://works.bepress.com/patrick_ibbotson/14/