Akademik Veri Yönetim Sistemi
CONTEMPORARY ISSUES IN STRATEGIC MARKETING, ss.59-90, 2020 (SSCI)
In the last decades, customer management has had a significant impact on marketing discipline. This chapter is a substantial review of the past, present and future of customer management. In order to examine customer management, firstly, transactional marketing is outlined. Afterwards, the literature of relationship marketing including its development and comparisons with transactional marketing is analyzed. Further on, a historic overview of customer relationship management and the relations between customer relationship management and relationship marketing are provided. Components and applications of customer relationship management in different sectors are also explored. In the changing competitive environments, new technologies and their affects take place in customer relationship management. Customer relationship management is changing its format into electronic customer relationship management, mobile customer relationship management and - most recently - social customer relationship management. These new formats of customer relationship management and big data as a source of information are discussed in this study. Finally, the new concept in customer management known as customer engagement and its relationship with big data and customer relationship management are examined. This chapter is concluded with the future of customer management and suggestions. To sum up, this chapter provides a journey from the origin to the development of customer management including transactional marketing, relationship marketing, and customer relationship management and adding the new concept called customer engagement.