Paper Title
Informatıon Technologıes and Relatıonshıp Marketıng Strategy in Marketıng: A Lıterature Revıew
Abstract
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