NEW TECHNIQUES IN MARKETING CAUSED BY GLOBALIZATION
KÜRESELLEŞMENİN ORTAYA ÇIKARDIĞI PAZARLAMADAKİ YENİ TEKNİKLER

Author : Ebru ONURLUBAŞ -- Senem DEMİRKIRAN - Sertaç ÖZKUL
Number of pages : 201-215

Abstract

The evolution that marketing concept is undergoing, with also the effects of globalization, has gained a technology and people-orientated focus. Globalizing liberal economy and technology’s becoming an indispensible part of daily life have increased the importance of customer-orientated marketing system. According to today’s marketing understanding, the primary objective is not to sell a product, but to develop customer loyalty so that new products, or the same product can be sold to the same customer more than once. Therefore, marketing goods has become the most important organizational issue for businesses. In global markets, most significant effects of globalization on marketing strategies are such that products are shaped along with the market needs, and constituents like advertisements and packaging are prepared as per customer demands. Contacting customers i

Keywords

Globalization, Marketing, New Techniques, Customer

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