TOPLAM İLİŞKİSEL PAZARLAMA’YI YENİDEN CANLANDIRMAK

Bu makale literatür taraması yaparak pazarlama biliminin yakın tarihine ışık tutmaktadır. Özellikle Bilişim Teknolojileri başta olmak üzere sayısallaştırılmış teknolojik sistemler, parasının kıymetini bilen ve satın alma gücü yüksek iyi eğitimli ve kılı kırk yaran yeni müşteri profili, 1990’ların rekabetçi yönetim modeli Toplam Kalite Yönetiminin yerleşmesi, hizmet ekonomisinin büyümesi, rekabetin gittikçe kızışması ve müşteriyi elde tutmadaki etkisi ve nihayet pazarlamanın üretim etkin tanımlamasından müşteri odaklı olarak yeniden tanımlanması (klasik pazarlamadan ilişki yönetimine) ele alınmıştır. Aslında bu değişkenler İlişkisel Pazarlama kavramının itici gücünü oluşturuyorlar. Buradan hareketle Toplam İlişkisel Pazarlamanın tanımsal çerçevesi çizilmektedir

Anahtar Kelimeler:

İlişkisel Pazarlama, Pazarlama, Toplam Kalite Yönetimi, Toplam İlişkisel Pazarlama

BOOSTING RELATIONSHIP MARKETING REVISITED

Keywords:

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