Information technology as a catalyst of relationship marketing within a global context

Abstract

Marketing has evolved since the beginning of the 20th century, thanks largely to information and communication technology (ICT). The transformation can be seen in changes to the economy and to technology and in the shifting preferences and needs of clients. With ICT, companies can deal directly with their clients, simulating real-life situations. This allows them to understand the necessities of the market in adopting their products and services thereby achieving a closer relationship and a competitive advantage by offering better value to their clients. At the same time, mathematics and fuzzy logic have facilitated the creation of the business models that are optimally adapted to the everyday situations that confront businesses in making their decisions in the present climate of uncertainty. This article presents the evolution of relationship marketing supported by ICT and the use of fuzzy models to simulate real situations in marketing. This work has two purposes: 1) to encourage scholars to continue researching on mathematical models applicable to relationship marketing; and 2) to invite marketing managers and ICT professionals, to develop systems to improve every day relationships with customers. Key words: Relationship marketing, evolution of information and communication technology, fuzzy models, FuzzyLog©.