Eureka! Institutional Repository

Electronic business and electronic commerce movements are changing the way of purchasing and marketing efforts with the benefits of digital world by increased speed, low transaction costs, sharing more detailed product and company information through digital channels, collecting more powerful information for the aim of forming the customer segments or learning purchasing behaviors of the companies and customers. Private sector and governmental institutions are starting to use electronic procurement systems for supplying materials from their suppliers and these suppliers are defining their customers by using new digital marketing channels. Most of the companies were re-engineered their business models with this new wave and also they are trying to adapt customer relationship management philosophy by using new applications to their business. In this research, we are going to examine the marketing efforts and channel utilities of e-procurement while covering the customer relationship management philosophy and related applications through the new marketing channels. At the same time, marketing mix layering the new channels (social media, web pages, portals and etc.) and digital marketing strategies which is going to be discussed through the research.