Marketing strategies through customer attention: beyond technology-enabled customer relationship management

Hackney, Ray A., Ranchhod, Ashok and Hackney, Marilyn (2003) Marketing strategies through customer attention: beyond technology-enabled customer relationship management. In: 13th Americas Conference on Information Systems (AMCIS) 2007, 9th August 2007 - 12th August 2007, Keystone, Colorado, USA.

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Abstract

This paper presents a conceptual analysis of utilising aspects of contemporary psychological theories to develop marketing practice. It attempts to extend our understanding of identified approaches which frequently fail to recognise the subtle complexities associated with customer attention. This is perceived to be a critical factor in marketing strategies where instances of organisational objectives, consumer behaviours and individual preferences are systematically investigated. The intention is to augment well established concepts from technology-enabled customer relationship management (CRM) towards an initial and exploratory framework, designed to explore the nature of attention as applied to consumer agendas. Further research is suggested, through both theoretical constructs and empirical analysis, which is argued to represent, so called, A-commerce (attention). It is believed that these approaches will provide for more valuable insights into future successful marketing directions.