The role of system and strategy in business world -the efficient utilization of information technologies and systems in strategic marketing management: Strategic e-marketing management

In the global market which has been directed by winds of change, two concepts have come into prominence due to their decisive roles; namely Strategy and System. The concept of System which dominates scientific thinking structure , has found a very important application area that penetrated all areas of global market either by shaping organization structuring or by means of Information Technologies and Systems. On the other hand, the concept of Strategy which in essence means "Competition Management", has been a primarily important managerial concept that enterprises require especially for sustainable competitive management in the global market. The goal of this thesis is to reveal how the System and Strategy concepts find an application field in business world and to explain the roles they undertake therein. In this context, throughout the thesis, mainly, Strategy is correlated with Strategic Management and System is correlated with Information Technologies and Systems. The last part of the thesis, which constitutes the source for the application part, is spared for Strategic E-Marketing Management. In the research/application part of the thesis, a survey is conducted on impacts of E-Marketing activities on consumer purchasing behaviour and the results have been scientifically evaluated using SPSS package software. On the basis of the results obtained from the research, it is observed that altough the Online Consumer holds a "willing" attitude towards internet usage and Online Marketing, the corporations prove to be inadequate with respect to efficient utilization of E-Market by means of E-Marketing activities. Taking into consideration the results obtained in the application part, it can be alleged that Online Consumer represents a crucial Competitive Force that effectively makes use of information. Adequate comprehension of this fact by corporations and fulfilling its essentials can be achieved only by evaluating E-Marketing at a strategic level; that is via Strategic E-Marketing Management.