Müşteri ilişkileri yönetimi ve bir uygulama
Küçük Resim Yok
Tarih
2004
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
ÖZET Günümüzde, teknolojinin artan oranda hızlı ilerlemesi, küreselleşmenin etkileri, ülkeler arasındaki sınırların adeta ortadan kalkmış olması ve belki de hepsinden önemlisi bilginin her yerden her zaman ulaşılabilir hale gelmesi aşın rekabetin yaşanmasına neden olmuştur. Müşteri bu sayede daha fazla bilinçlenmiş ve güç müşteriye geçmiştir. Gücün müşteriye geçmiş olması geleneksel pazarlamanın anlayışı olan ürün odaklı pazarlama ve kitlesel pazarlama anlayışlarının ortadan kalkmasına neden olmuştur. Böyle bir rekabet ortamında, müşterileri daha da yalandan tanımak ve onlarla etkileşime girerek işletmeye rekabet avantajı kazandıran Müşteri İlişkileri Yönetimi yaklaşımı ortaya çıkmıştır. Bu çalışmada, dünyadaki bu gelişmelere paralel olarak işletmelerin devamlılıklarım sürdürebilmelerini sağlayan Müşteri İlişkileri Yönetimi yaklaşımı ele alınmıştır. Anahtar kelimeler : 1. Müşteri, 2. Yönetim, 3. Rekabet, vuı
ABSTRACT The enormous growth of techonology, effects of globalizaton, the dismissal of borders and boundries between countries and probably most important of all, the fact that the information is within easy reach of people at anytime, from anywhere result in great competition. As a consequence the customer has attained a greater consciousness and thus the power has passed to the customers.The transfer of power to the customers has result in dramatic changes in the understanding of product oriented marketing and mass marketing which is inside the concept of traditional marketing. Customer Relations management approach, which gives the opportunity to know customers closer and allows the organization to attain advantage in competition by communicating with them, has appeared in such rivalry environment. The customer relations management, which allows the continuity of the survival of organizations parallel to the developments in the world, has been examined in this study. Key words : 1. Customer, 2. Management, 3. Rivalry, IX
ABSTRACT The enormous growth of techonology, effects of globalizaton, the dismissal of borders and boundries between countries and probably most important of all, the fact that the information is within easy reach of people at anytime, from anywhere result in great competition. As a consequence the customer has attained a greater consciousness and thus the power has passed to the customers.The transfer of power to the customers has result in dramatic changes in the understanding of product oriented marketing and mass marketing which is inside the concept of traditional marketing. Customer Relations management approach, which gives the opportunity to know customers closer and allows the organization to attain advantage in competition by communicating with them, has appeared in such rivalry environment. The customer relations management, which allows the continuity of the survival of organizations parallel to the developments in the world, has been examined in this study. Key words : 1. Customer, 2. Management, 3. Rivalry, IX
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
