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

Yıl 2021, Cilt: 9 Sayı: 2, 89 - 112, 02.11.2021

Yasemin Gedik

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

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

çok kanallı pazarlama bütüncül kanallı pazarlama çapraz kanallı pazarlama

Kaynakça

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Toplam 120 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Yasemin Gedik 0000-0002-1166-3227

Yayımlanma Tarihi 2 Kasım 2021
Gönderilme Tarihi 18 Mart 2021
Kabul Tarihi 6 Ağustos 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 9 Sayı: 2

Kaynak Göster

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 Gedik Y. PERAKENDE SEKTÖRÜNDE BÜTÜNCÜL KANALLI PAZARLAMANIN AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE. Yorum-Yönetim-Yöntem (JIMM). Kasım 2021;9(2):89-112. doi:10.32705/yorumyonetim.899292
Chicago 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, sy. 2 (Kasım 2021): 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 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, 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 (Kasım 2021), 89-112. https://doi.org/10.32705/yorumyonetim.899292.
JAMA 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, 2021, ss. 89-112, doi:10.32705/yorumyonetim.899292.
Vancouver Gedik Y. PERAKENDE SEKTÖRÜNDE BÜTÜNCÜL KANALLI PAZARLAMANIN AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE. Yorum-Yönetim-Yöntem (JIMM). 2021;9(2):89-112.
 Kapak Resmi İndir

Değerli akademisyenler ve yazarlar

Dergi sistemine yüklenmiş olan çalışmalarınızda yazarlara ait bilgilerin olmaması gerekmektedir. Değerli yazarlarımızın bu uyarı dikkate almaları önemli rica olunur.

Dergimiz Açık Erişim Politikasını benimsemiş olup; yayın gönderimi, yayın değerlendirme ve makale yayınlama süreçlerinde yazarlardan herhangi bir ücret talep etmemektedir. 


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