CRM’NİN Geleceği: Yaygın Bilişim ve Ortam Duyarlı Mobil Pazarlama Kavramlarının İncelenmesi
The Future of CRM: An Examination of Ubiquitous Computing and Context Aware Mobile Marketing Concepts
Author(s): Adnan Veysel Ertemel, Sahavet GürdalSubject(s): Business Economy / Management, Accounting - Business Administration, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Kafkas Üniversitesi Sağlık, Kültür ve Spor Daire Başkanlığı Dijital Baskı Merkezi
Keywords: CRM; Mobile CRM; Mobile marketing; Context-aware mobile marketing; ubiquitous Computing; Big Data;
Summary/Abstract: Having witnessed the internet and mobile revolutions, ubiquitous computing is likely to cause a newer and more significant revolution that is going to diffuse information technology to everyday objects in physical world, thereby radically changing the marketing discipline. Within the scope of ubiquitous computing, context aware mobile applications enable CRM systems to analyze diverse variables in real time to learn “why” of consumer behaviour and establish completely personalized one-to-one marketing communication on the fly while customer is on move. By enabling tailored offer designation at the point of need in real time, context aware marketing applications are likely to cause customer relationship management practices to be reconsidered from stratch. In this article, CRM is re-assessed from context aware mobile applications perspective, some applications in the literatute is reviewed and a conceptual framework is proposed.
Journal: Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
- Issue Year: 7/2016
- Issue No: 13
- Page Range: 169-187
- Page Count: 19
- Language: Turkish
