Özet:

Customer equity management is a total marketing system through which companies may be able to manage products and customers simultaneously throughout the customer lifecycle. In order to generate the relationship lasting for the customer lifecycle, communication process should be managed very carefully in appropriate ways by all means. Such a deep communication between parts will make them interacted mutually. Customers are financial assets that must be managed through the way mentioned above. Adoption of customer equity management means that the primary purpose is to strengthen the relations with customers. The purpose of our study is to reveal how relations with customers are strengthening for realizing customer equity management. Case study research was practiced as research method and field study was conducted ethnographically. Research was conducted in an authorized car dealer, and an organization structure suitable for customer equity management was observed. Car dealers as the most important communication channels create the environment in which the firm and customers may interact strongly

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