PERAKENDE SEKTÖRÜNDE BÜTÜNCÜL KANALLI PAZARLAMANIN AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE

Yasemin Gedik

doi:10.32705/yorumyonetim.899292

PERAKENDE SEKTÖRÜNDE BÜTÜNCÜL KANALLI PAZARLAMANIN AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE

Öz

İnternet, dijitalleşme ve e-ticaretin etkisiyle perakende sektörü büyük bir dönüşüm geçirmektedir. Geleneksel fiziksel mağazalara ek olarak, çevrimiçi mağazalar, mobil, sosyal medya ya da temas noktaları gibi yeni kanallar, müşteri tutum ve davranışlarını önemli ölçüde değiştirmektedir. Günümüzde müşteriler, bir işletmenin kataloğu üzerinden sipariş verebilmekte, Web sitesinden alışveriş yapabilmekte ve fiziksel mağazasından ürünü satın alabilmektedir. Ayrıca, satın alma yolculukları boyunca giderek daha fazla kanal kullanmakta ve kusursuz bir alışveriş deneyimi beklemektedir. Çok kanallı pazarlamanın devamı olan bütüncül kanallı pazarlama, müşterilere sorunsuz ve tutarlı ürün/hizmetler sunabilmek için tüm çevrimiçi ve çevrimdışı kanalların entegrasyonudur. Bütüncül kanallı stratejiler, müşterilerin alışveriş deneyimini geliştirmek ve perakendecilikte çok kanallı bir yaklaşımın eksikliklerinin üstesinden gelmek için yeni bir yöntemdir. Bütüncül kanallı pazarlama, işletmelere satışlarını, müşteri sadakatini, marka bilinirliğini ve yatırım getirilerini arttırmak gibi birçok fayda sağlamaktadır. Bu çalışma, bütüncül kanallı pazarlamayla ilgili geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, bütüncül kanallı stratejilerden de bahsederek, söz konusu pazarlama kararlarını alırken işletme yöneticilerine yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

İşletme

Bölüm

Derleme

Yazarlar

Yasemin Gedik ^*
0000-0002-1166-3227
Türkiye

Yayımlanma Tarihi

2 Kasım 2021

Gönderilme Tarihi

18 Mart 2021

Kabul Tarihi

6 Ağustos 2021

Yayımlandığı Sayı

Yıl 2021 Cilt: 9 Sayı: 2

DOI

https://doi.org/10.32705/yorumyonetim.899292

IZ

https://izlik.org/JA82YZ22EJ

Kaynak Göster

RIS / Bibtex

APA

Gedik, Y. (2021). PERAKENDE SEKTÖRÜNDE BÜTÜNCÜL KANALLI PAZARLAMANIN AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE. Yorum Yönetim Yöntem Uluslararası Yönetim Ekonomi ve Felsefe Dergisi, 9(2), 89-112. https://doi.org/10.32705/yorumyonetim.899292

AMA

1.Gedik Y. PERAKENDE SEKTÖRÜNDE BÜTÜNCÜL KANALLI PAZARLAMANIN AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE. Yorum-Yönetim-Yöntem (JIMM). 2021;9(2):89-112. doi:10.32705/yorumyonetim.899292

Chicago

Gedik, Yasemin. 2021. “PERAKENDE SEKTÖRÜNDE BÜTÜNCÜL KANALLI PAZARLAMANIN AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE”. Yorum Yönetim Yöntem Uluslararası Yönetim Ekonomi ve Felsefe Dergisi 9 (2): 89-112. https://doi.org/10.32705/yorumyonetim.899292.

EndNote

Gedik Y (01 Kasım 2021) PERAKENDE SEKTÖRÜNDE BÜTÜNCÜL KANALLI PAZARLAMANIN AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE. Yorum Yönetim Yöntem Uluslararası Yönetim Ekonomi ve Felsefe Dergisi 9 2 89–112.

IEEE

[1]Y. Gedik, “PERAKENDE SEKTÖRÜNDE BÜTÜNCÜL KANALLI PAZARLAMANIN AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE”, Yorum-Yönetim-Yöntem (JIMM), c. 9, sy 2, ss. 89–112, Kas. 2021, doi: 10.32705/yorumyonetim.899292.

ISNAD

Gedik, Yasemin. “PERAKENDE SEKTÖRÜNDE BÜTÜNCÜL KANALLI PAZARLAMANIN AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE”. Yorum Yönetim Yöntem Uluslararası Yönetim Ekonomi ve Felsefe Dergisi 9/2 (01 Kasım 2021): 89-112. https://doi.org/10.32705/yorumyonetim.899292.

JAMA

1.Gedik Y. PERAKENDE SEKTÖRÜNDE BÜTÜNCÜL KANALLI PAZARLAMANIN AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE. Yorum-Yönetim-Yöntem (JIMM). 2021;9:89–112.

MLA

Gedik, Yasemin. “PERAKENDE SEKTÖRÜNDE BÜTÜNCÜL KANALLI PAZARLAMANIN AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE”. Yorum Yönetim Yöntem Uluslararası Yönetim Ekonomi ve Felsefe Dergisi, c. 9, sy 2, Kasım 2021, ss. 89-112, doi:10.32705/yorumyonetim.899292.

Vancouver

1.Yasemin Gedik. PERAKENDE SEKTÖRÜNDE BÜTÜNCÜL KANALLI PAZARLAMANIN AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE. Yorum-Yönetim-Yöntem (JIMM). 01 Kasım 2021;9(2):89-112. doi:10.32705/yorumyonetim.899292

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