Customer relationship management in industrial marketing: An implementation in marble industry in Afyonkarahisar

In today's conditions; trade has become globalized, customers have more alternatives in the industrial goods market and the competition among the businesses has increased. Industrial marketing is a difficult process due to the fact that goods are complex and diverse in nature, and customers in these markets are well-informed in their own fields and protect the interests of their own companies. Accordingly, this has led industrial companies to attach more importance to marketing and customer relationship management. In this study; it is analyzed how customer relationship management is practiced in industrial marketing. An exploratory research was conducted in the marble industry. An assessment is made based on a quantitative research design. In the research, semi-structured in-depth interview method was used as a means of data collection. As a result of interviews made with five different company managers; it is determined that customer relationship management is practiced in industrial marketing. The study revealed that companies do not have a planned customer relationship management but merely have specified strategies and activities. Keywords: industrial marketing, industrial market, customer relationship management, relationship marketing, CRM.