Abstract
İnternet ve mobil iletişim devriminin ardından
gelmekte olan bilişimin fiziksel dünyaya fark
edilemeyecek ölçüde nüfus eden bir yaygın bilişim
evresi, pazarlama disiplininde iş yapma şekillerini
köklü olarak değiştirmeye adaydır. Yaygın bilişim
kapsamında geliştirilen ortam duyarlı mobil pazarlama
uygulamaları, müşteri ilişkileri yönetimi sistemlerinin,
müşteri hakkındaki, yer değiştirme karakteristiği dâhil
birçok farklı değişkeni gerçek zamanlı olarak takip
edip tüketici davranışının “neden” sorusuna yanıt
bulmayı ve müşteriyle hareket halindeyken dinamik
olarak pazarlama iletişimi kurmayı mümkün
kılmaktadır. Tam ihtiyaç anında ve noktasında gerçek
zamanlı teklif sunumu özelliğiyle ortam duyarlı mobil
pazarlama uygulamalarının müşteri ilişkileri yönetimi
kavramının yeni baştan ele alınmasına yol açması
beklenmektedir. Bu makale çalışmasıyla müşteri
ilişkileri yönetimi sistemleri yaygın bilişim vizyonu
çerçevesinde ele alınmış, ortam duyarlı mobil
pazarlama konusunda literatürdeki uygulamalardan
örneklere yer verilerek konunun kavramsal altyapısına
ait bir model önerisi geliştirilmiştir.
References
- BARABASI, BURSTS (2010), “The Hidden Pattern Behind Everything We Do”, United States :Dutton Adult Publications, 388 BERRY, L.L (1983), Relationship Marketing, in Services Marketing Conference Proceedings. L.L. Berry, G. Shostack, and G.D. Upah, Editors. American Marketing Association: Chicago, 145 BOZKURT, I. (2004) İletişim Odaklı Pazarlama, İstanbul: Mediacat Yayınları, 212 BUTTLE, FRANCIS A. (2001), “The CRM Value Chain,” Marketing Business, V. 02.2001, 52–55 CHIBANI, A., (2013),"Ubiquitous robotics: Recent challenges and future trends”. Robotics and Autonomous Systems, 61.11: 1162-1172. DAVIS, FRED D.(1989) "Perceived usefulness, perceived ease of use, and user acceptance of information technology." MIS quarterly 319-340. DEY, G., ABOWD (1999) Towards a better understanding of context and context-awareness. Handheld and ubiquitous computing. Springer Berlin Heidelberg, 304-307. GLAZER, RASHI (1997) “Strategy and Structure in Information-Intensive Markets: The Relationship Between Marketing and IT”, Journal of Market Focused Management, 65–81 KAÜİİBFD 7(13), 2016: 169-187 GELLER, T. (2012), "Talking to Machines." Communications of the Acm 55.4: 14-16. GÜRDAL, SAHAVET (2009) Benim Maaşımı Kim Ödüyor: Müşteri. İstanbul: Yaprak Yayınları. GEBERT, H, GEIB. M, KOLBE, L. ve BRENNER, W. (2003) “Knowledge-Enabled Customer Relationship Management. Integrating Customer Relationship Management and Knowledge Management Concepts", Journal of Knowledge Management, vol. 7, no. 5, 107-123 HA, A., “Google Now: Contextual Results With Real-Time Reminders And Data” http://techcrunch.com/2012/06/27/google-now (15.05.2014) KALAKOTA, R. ve M. ROBINSON (2001), E-business 2.0: Roadmap for Success, Boston: Addison-Wesley. KENNY, D. ve MARSHALL, JOHN (2000) “Contextual marketing: The Real Business of the Internet”, Harvard Business Review, 78(6), 119-126 MCKENNA, “Cellphone traces reveal you're so predictable”, NewScientist, Şubat 2010 www.newscientist.com/article/dn18554-cellphone-traces-reveal-youre-so-predictable.html (10.02.2010) MCGREGOR, J. (2015),"Siri Vs. Cortana Vs. Google Now: The Future of Mobile" http://www.forbes.com/sites/jaymcgregor/2015/07/06/siri-cortana-google-now-are-the-future-of-mobile NEWMAN, NIC. (2014) "Apple iBeacon technology briefing." Journal of Direct, Data and Digital Marketing Practice 15. 3, 222-225 ODABAŞI, Y., OYMAN, M. (2002) Pazarlama İletişimi Yönetimi, İstanbul: Mediacat Yayınları. PEPPERS, D. , ROGERS, M. (1993), The One to One Future: Building Relationships One Customer at a Time, 1st ed. Currency Doubleday, New York. SHANI, D., CHALASANI, S. (1992) “Exploiting niches using relationship marketing”, The Journal of Consumer Marketing, Vol. 9, No. 3, 33-42 SINISALO, J., SALO, J., KARJALUOTO, H. ve LEPPÄNİEMİ, M (2006) “Managing Customer Relationships through Mobile Medium – Underlying Issues and Opportunities”, Proceedings of the 39th Hawaii International Conference on System Sciences, 140-152. SWIFT, RONALD S (2000), Accelerating Customer Relationships— Using CRM and Relationship Technologies. Upper Saddle River, New Jersey: Prentice Hall.
Abstract
References
- BARABASI, BURSTS (2010), “The Hidden Pattern Behind Everything We Do”, United States :Dutton Adult Publications, 388 BERRY, L.L (1983), Relationship Marketing, in Services Marketing Conference Proceedings. L.L. Berry, G. Shostack, and G.D. Upah, Editors. American Marketing Association: Chicago, 145 BOZKURT, I. (2004) İletişim Odaklı Pazarlama, İstanbul: Mediacat Yayınları, 212 BUTTLE, FRANCIS A. (2001), “The CRM Value Chain,” Marketing Business, V. 02.2001, 52–55 CHIBANI, A., (2013),"Ubiquitous robotics: Recent challenges and future trends”. Robotics and Autonomous Systems, 61.11: 1162-1172. DAVIS, FRED D.(1989) "Perceived usefulness, perceived ease of use, and user acceptance of information technology." MIS quarterly 319-340. DEY, G., ABOWD (1999) Towards a better understanding of context and context-awareness. Handheld and ubiquitous computing. Springer Berlin Heidelberg, 304-307. GLAZER, RASHI (1997) “Strategy and Structure in Information-Intensive Markets: The Relationship Between Marketing and IT”, Journal of Market Focused Management, 65–81 KAÜİİBFD 7(13), 2016: 169-187 GELLER, T. (2012), "Talking to Machines." Communications of the Acm 55.4: 14-16. GÜRDAL, SAHAVET (2009) Benim Maaşımı Kim Ödüyor: Müşteri. İstanbul: Yaprak Yayınları. GEBERT, H, GEIB. M, KOLBE, L. ve BRENNER, W. (2003) “Knowledge-Enabled Customer Relationship Management. Integrating Customer Relationship Management and Knowledge Management Concepts", Journal of Knowledge Management, vol. 7, no. 5, 107-123 HA, A., “Google Now: Contextual Results With Real-Time Reminders And Data” http://techcrunch.com/2012/06/27/google-now (15.05.2014) KALAKOTA, R. ve M. ROBINSON (2001), E-business 2.0: Roadmap for Success, Boston: Addison-Wesley. KENNY, D. ve MARSHALL, JOHN (2000) “Contextual marketing: The Real Business of the Internet”, Harvard Business Review, 78(6), 119-126 MCKENNA, “Cellphone traces reveal you're so predictable”, NewScientist, Şubat 2010 www.newscientist.com/article/dn18554-cellphone-traces-reveal-youre-so-predictable.html (10.02.2010) MCGREGOR, J. (2015),"Siri Vs. Cortana Vs. Google Now: The Future of Mobile" http://www.forbes.com/sites/jaymcgregor/2015/07/06/siri-cortana-google-now-are-the-future-of-mobile NEWMAN, NIC. (2014) "Apple iBeacon technology briefing." Journal of Direct, Data and Digital Marketing Practice 15. 3, 222-225 ODABAŞI, Y., OYMAN, M. (2002) Pazarlama İletişimi Yönetimi, İstanbul: Mediacat Yayınları. PEPPERS, D. , ROGERS, M. (1993), The One to One Future: Building Relationships One Customer at a Time, 1st ed. Currency Doubleday, New York. SHANI, D., CHALASANI, S. (1992) “Exploiting niches using relationship marketing”, The Journal of Consumer Marketing, Vol. 9, No. 3, 33-42 SINISALO, J., SALO, J., KARJALUOTO, H. ve LEPPÄNİEMİ, M (2006) “Managing Customer Relationships through Mobile Medium – Underlying Issues and Opportunities”, Proceedings of the 39th Hawaii International Conference on System Sciences, 140-152. SWIFT, RONALD S (2000), Accelerating Customer Relationships— Using CRM and Relationship Technologies. Upper Saddle River, New Jersey: Prentice Hall.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | June 15, 2016 |
| Published in Issue | Year 2016 Volume: 7 Issue: 13 |
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