Traditional 4Ps (product, price, place, and promotion) sales/marketing strategies are no longer a match for the dynamism of global markets in the e-business era. Today’s one-to-one relationship marketing practice requires significantly more information about customers’ behaviors, preferences, and patterns than other marketing strategies. Most sales opportunities in enterprises arise in a complex web of team-selling environments where sales team members need to share information, coordinate activities, and align sales processes in order to achieve a sales goal. Enterprises that used to implement CRM applications realize that their systems, which are not sufficiently flexible and interactive to streamline sale processes, have failed to engage customers in ways that create values, enhance individual purchasing experiences and retain loyalties. All these issues drew attentions from CRM to selling chain management. Selling chain management is a combination of customer relationship management, integrated marketing communications, and order fulfillment strategy situated in a multi-channel environment. The major purpose of selling chain management is to transform customer contact into profits. This paper shows that the integration of sales, marketing, and customer service applications with business intelligence system will help enterprises to manage oneto-one marketing and relationship management strategies. The selling chain management that reinvented itself from traditional sales/marketing strategies will undoubtedly be the best solution to today’s e-business Internet marketing.
Chao, Chian-Hsueng, "Beyond Customer Relationship Management: Selling Chain Management for E-Business Practices" (2002). ICEB 2002 Proceedings. 87.