Cross- And Up-selling Techniques In E-Commerce Activities

Bernard F. Kubiak () and Paweł Weichbroth ()
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Bernard F. Kubiak: University of Gdańsk
Paweł Weichbroth: Gdańsk University of Technology

Journal of Internet Banking and Commerce, 2010, vol. 15, issue 3, 01-07

Abstract: In the article the Cross- and Up-selling marketing techniques were presented in the spectrum of e-commerce. Their aim is to raise both the value of a single sales transaction and confidence as well as to lower the risk of taking the customers by the competitors. In the article iterative client service model was presented, indicating particular roles of the Cross and Up-selling techniques in the processes of automation and integration marketing activities. In the context of customer relationship management those are of great importance as they give reasons for conducting effective advertisement, promotion and loyal campaigns. The work is finished by summary in which authors pay attention to economic advantages resulting from using presented techniques.

Keywords: Cross-selling; Up-selling; Market basket analysis; Customer service; CRM (search for similar items in EconPapers)
JEL-codes: L81 (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:ris:joibac:0447

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