The Role of Green Marketing in Customer Relationship Management

Customer relationship management is a strategic necessity in all organizations. The attitude and approach of many organizations to customer relationship management is from the perspective of technology and technology. Customer relationship management is a competitive advantage for organizations. Today, companies and organizations have to include environmental protection issues in their activities and even marketing in order to satisfy the needs of customers and communicate more with them and practice social responsibility and protection of consumer rights. To use. Green marketing refers to the part of activities and products that the development and improvement of pricing, promotion and distribution of goods do not harm the environment. Hence, organizations tried to outdo each other in meeting the needs of individuals by planning and implementing environmental protection activities, because traditional marketing that overemphasized customer demands and social welfare and environmental issues. It did not consider bio, it had lost its efficiency. At present, issues such as the dynamics and intensity of competition, increasing consumer concerns and awareness of the environment, as well as government regulations have led commercial organizations to pay special attention to issues such as consumer physical and mental health and cleanliness of the environment. This encourages the use of green marketing. In the present study, we intend to first examine the key concepts and then review the research conducted in this regard, then the role of green marketing in customer relationship management will be examined.