How In-store Marketing Affects Purchase and Salesman’s Recommendation Rate in Telecom Retail Stores

Melik KARABIYIKOGLU

Article Details

How In-store Marketing Affects Purchase and Salesman’s Recommendation Rate in Telecom Retail Stores

Authors:

Melik KARABIYIKOGLU

Publisher:

İlhan ÖZTÜRK

Journal:

International Review of Management and Marketing 2013 Vol.3 Issue 1, pp.20-27

Document Type:

Article

Publication Date:

2/2013

Document Language:

Turkish

Document ID (Org No.):

2000823048

Frequency:

Bimonthly

eISSN:

2146-4405

Abstract:

 

The authors study in-store marketing for telecom retail stores in GSM sector in Turkey which handset manufacturers practice special application in stores for increasing purchasing and improving suggestion rates of their products. They develop a theoretical model of dealers, and manufacturers behavior based on observations about key aspects of the mobile phone market. The analysis provides important insights about in-store marketing and their applications. For example, owner of the store and salesmen would like to support in-store marketing applications of manufacturers in spite of operators’s in-store rules. The authors find empirical support when they test the theoretical results.

Article Details

How In-store Marketing Affects Purchase and Salesman’s Recommendation Rate in Telecom Retail Stores

Authors: Melik KARABIYIKOGLU

Publisher: İlhan ÖZTÜRK

Journal: International Review of Management and Marketing 2013 Vol.3 Issue 1, pp.20-27

Document Type: Article

Publication Date: 2/2013

Document Language: Turkish

Document ID (Org No.): 2000823048

Frequency: Bimonthly

eISSN: 2146-4405

Issues

Authors:

Melik KARABIYIKOGLU

Publisher:

İlhan ÖZTÜRK

Journal:

International Review of Management and Marketing 2013 Vol.3 Issue 1, pp.20-27

Document Type:

Article

Publication Date:

2/2013

Document Language:

Turkish

Document ID (Org No.):

2000823048

Frequency:

Bimonthly

eISSN:

2146-4405