Customer relations management and application

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