Business & Management Studies: An International Journal

Yazarlar: H. Çağatay Karabıyık, Mahmut Nevfel Elgün

Konular:-

Anahtar Kelimeler:Marketing,Merchandising,Components of Merchandising,Definition of Merchandising,Store Design Pazarlama,Merchandising,Merchandising Bileşenleri,Merchandising Tanımı,Mağaza Tasarımı

Özet: Discussions about the components, definition and conceptual frame of merchandising are still ongoing in the literature. On the other hand, these uncertainties prevent the scientific deepening of merchandising. So, studies that determine the conceptual frame of merchandising have become necessary to remove the obstacles. In this context, this study aims to make a new comprehensive definition of the merchandising concept after a merchandising literature review. As a result, this study defined the merchandising concept as "a theory and practice that makes the consumers' sensations align with components of all online and physical stores –provided that it interactively complies with the monolith marketing strategies- to fulfil their purchasing behaviour. Finally, the suggested definition was separated and explained to support the approach of this study. So, this study suggests a new definition of the merchandising concept to enhance both practise and theory.

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