Information Technologies And Relationship Marketing Strategy In Marketing: A Literature Review
Today's one of the important trends is the globalization and the advances in information and communication technologies are affecting all the functions of businesses. Marketing is one of the business functions most affected by these changes in information technologies. Information technology is developing low cost relationships to inform customers in the interaction process between customer and business. In this competitive environment, the relationship marketing strategy come into prominence as a marketing strategy that makes best use of information technologies.
In this study, it is aimed to present conceptual framework of use of information technology in marketing and developing marketing strategies as a result of the use of information technologies in relational marketing strategy in the light of relevant literature.
Index Terms—Information Technology, Internet, Relational Marketing Strategy
JEL Codes: M31, M15