Title: Review of The Marketing Strategies Proposed as A Solution to Depression of ERP Market

Abstract:

The main object of this paper is to review the marketing strategies proposed by consultant firms as a solution to depression of ERP Market.  The competition in IEA market became fierce in recent years, since annual revenues of vendors decreased drastically after the expansion of sales due to Y2K problem.  Counselor companies suggest   some strategies such as marketing new IEA products and aiming to the mid-sized companies. Some of them also propose that ERP market revive soon with the need of upgrading   old technology ERP systems.  A field study is conducted with 68 respondent companies, which had installed ERP system in Turkey. The descriptions of old customers and their demands are very important. Their profiles are used to evaluate these strategies.   If the vendors know their purchasing attitudes and the satisfaction level for the previous services, they can find new marketing segments and reorganize their activities in a customer approach. In addition to that, the relation between a vendor and a customer company never ends.  The companies, which installed ERP systems, may be the customers of vendors in case of purchasing new modules and upgrading their old-fashioned ERP systems. Vendor companies should continuously inspect and improve their services.  This paper proposes an information base to ERP vendors, which want to understand their ERP customers, their needs and improve their services. Findings of this research validate the trends predicted by adviser companies. 


Author:
B.Kağan Aktürk


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