Book section

McMahon, Fiona and O'Donnell, Aodheen (2011) Exploring the potential of e-CRM in SME Marketing Practice. In: E-Adoption and Socio-Economic Impacts: Emerging Infrastructural Effects. IGI Global , Ball State University, USA, pp. 149-168. ISBN 9781609605971 [Book section]

McMahon, Fiona and O'Donnell, Aodheen (2010) Electronic customer relationship management and SME marketing practice: exploring potential synergies. In: E-commerce Adoption and the Small Business in the Global Marketplace: Tools for optimization. IGI Global, pp. 220-236. ISBN 978-1-60566-998-4 [Book section]

Journal article

McMahon, Fiona and O'Donnell, Aodheen (2009) Electronic customer relationship management and SME marketing practice: exploring potential synergies. International Journal of E-Adoption, 1 (4). pp. 95-110. [Journal article]