Published Paper Details:

Abstract Due to the rapid development in the use of internet, digital marketing has become inevitable which has necessitated the every marketer to have direct relationship with customer through online. Customer relationship management is considered as one of the indispensable part of business, where in strategies has to be built to attract and retain loyal customers, because gaining customer is easy but retaining is too difficult. It is very important to understand customer through some features, their needs and individual personalities. This can be tackled through online marketing as it records the buying behaviour of the customer automatically. Digital channels like internet, e-mail, mobile phones and digital television offer new prospects to cultivate customer relationships. This paper aims to study the gap between customer relationship management in traditional marketing and digital marketing and to figure out the influence of CRM as a motivational tool on online shopping in e-business environment.