Customer Relationship Management (CRM) has now established itself as a fixed term in the business world, but how can this construct be transferred to the internet and, in particular, to the e-commerce market? Today's e-commerce market is characterized by high revenue growth, but also by an increasing number of market participants and the resulting competitive pressure. This makes it easy for online customers to try out new providers repeatedly, as the next offer is just a click away.

In this context, CRM plays a crucial role. The author Andrea Schübbe specifically addresses the following questions: What opportunities does a well-managed CRM offer? How can the internet, with its market transparency, timeliness, and speed, be successfully utilized for customer relationship management? What success factors are essential to retain customers in an online shop over the long term? This book is aimed at business scholars, marketing and sales departments, and companies engaged in e-commerce or aiming for a successful e-commerce presence.