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Isletme-Müsteri IliskilerindeKitlesel Kisisellestirme Stratejisi

Author

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  • Emrah CENGIZ

    (Istanbul Üniversitesi Siyasal Bilgiler Fakültesi, Isletme AnaBilim Dali)

Abstract

Isletme-müsteri arasinda uzun dönemli iliski kurabilmenin yolu, müsterinin istek ve ihtiyaclarini diger rakip firmalardan daha iyi bicimde karsilayabilmekten gecmektedir. Her müsterinin digerinden farkli oldugunu kavramak, onun ihtiyaclarini daha iyi anlamak ve ona uygun özgün ürünler gelistirmek farklilasmanin büyük önem tasidigi günümüz rekabet kosullarinda rekabetci güce ulasmanin en temel yollarindan biri haline gelmistir. Drucker 'in deyimiyle her seyi müsterinin tanimladigi bir cagda, kitlesel üretimle bunu karsilayabilmek imkani eskisi kadar kolay degildir. Pazardaki tüketicilerin farkli isteklerine uygun üretim ve dagitim alternatiflerinin gelistirilip uygulanmasi isletmeler icin kitlesel kisisellestirme stratejisini ön plana cikarmaktadir.

Suggested Citation

  • Emrah CENGIZ, 2001. "Isletme-Müsteri IliskilerindeKitlesel Kisisellestirme Stratejisi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 1(2), pages 95-106.
    • Handle: RePEc:ege:journl:v:1:y:2001:i:2:p:95-106
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