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PAZARLAMADA YENİ BİR YAKLAŞIM: MÜŞTERİ İLİŞKİLERİ YÖNETİMİ!CRM)

A New Trend in Marketing: Customer Relationship Management (CRM)

Journal Name:

  • İstanbul Üniversitesi İletişim Fakültesi Dergisi

Publication Year:

  • 2005

Key Words:

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
İn recent years alterations especially in marketing lead to arise of new marketing strategies. One of the new strategies is customer relationship management which enables organizations to establish long lasting and profitable relationships with customer. Competition in the market will lead to decreased customer loyalty, taking in to account that the cost of new customers is much more than protecting old customers, customer relationship management is becoming a must for organizations. Customer relationship management which is arranged in chapters like recognition and differentiation of customers, interaction with customers and boutique production and at last measurement of customer satisfaction, is in need of provisions like customer centered marketing, customer centered organizational culture and learning organizations. Application of customer relationship management provides companies a nonreproducible advantage in competition.
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  • 1
177-183
  • Turkish

REFERENCES

References: 

Kitaplar.
-ANTON, Jon (1996).Customer Relationship Management Making Hard Decision With Soft Numbers, Prentice Hall Inc., New Jersey.
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Rekabetüstü
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Makaleler;
-BERRY, Leonarol L. (1995). "Relationship Marketing of Services-Growing interest Emerging Perspectives", Journal of the Academy of Marketing Science, V:23, No:4, 238.
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İLETİŞİM FAKÜLTESİ DERGİSİ/Pazarlamada Yeni Bir Yaklaşım:
Müşteri İlişkileri Yönetimi(CRM)
-GARBARİNO, Ellen ve JOHNSON, Mark. S. (1999).'The
Differen
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-Meydan Larousse, Büyük Lügat ve Ansiklopedi, Cilt 18, 527.
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