The effect of social crm on product design: case of marketing campaign design in retail businesses

The role of marketing department in production levels of corporations had been dramatically changed from after the years of the World War II to Internet Era. Most of the businesses collapsed in the beginning of the 20th century with the implementation of Internet technologies. The new socially developed Internet Era forced businesses to shift their customer-business model and customer relationship management strategies for customer retention. This thesis involves the historical background of customer relationship marketing with the aspect of new product development, technological implementations and customer retention. The thesis concentrates on collaborative environment of Social CRM Era and its influence on a brand and their potential, loyal and prospect customers in marketing campaign design. The thesis indicates surveys, academic article and journals, researches, case studies and the observations on awarded brands with their social CRM marketing strategies.