How In-store Marketing Affects Purchase and Salesman's Recommendation Rate in Telecom Retail Stores
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 behavi...
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| Format: | Article |
| Language: | English |
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EconJournals
2012-12-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/220 |
| _version_ | 1828020911462154240 |
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| author | Melik Karabıyıkoglu |
| author_facet | Melik Karabıyıkoglu |
| author_sort | Melik Karabıyıkoglu |
| collection | DOAJ |
| description |
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.
Keywords: In-store marketing; Recommendation rate; Retail Marketing; Trade marketing; Wireless Industry
JEL Classifications: M3; M37
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| first_indexed | 2024-04-10T11:44:08Z |
| format | Article |
| id | doaj.art-9f8b50ce167943c4a3f3dcd8b4520003 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T11:44:08Z |
| publishDate | 2012-12-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-9f8b50ce167943c4a3f3dcd8b45200032023-02-15T16:17:25ZengEconJournalsInternational Review of Management and Marketing2146-44052012-12-0131How In-store Marketing Affects Purchase and Salesman's Recommendation Rate in Telecom Retail StoresMelik Karabıyıkoglu0Okan University 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. Keywords: In-store marketing; Recommendation rate; Retail Marketing; Trade marketing; Wireless Industry JEL Classifications: M3; M37 http://mail.econjournals.com/index.php/irmm/article/view/220 |
| spellingShingle | Melik Karabıyıkoglu How In-store Marketing Affects Purchase and Salesman's Recommendation Rate in Telecom Retail Stores International Review of Management and Marketing |
| title | How In-store Marketing Affects Purchase and Salesman's Recommendation Rate in Telecom Retail Stores |
| title_full | How In-store Marketing Affects Purchase and Salesman's Recommendation Rate in Telecom Retail Stores |
| title_fullStr | How In-store Marketing Affects Purchase and Salesman's Recommendation Rate in Telecom Retail Stores |
| title_full_unstemmed | How In-store Marketing Affects Purchase and Salesman's Recommendation Rate in Telecom Retail Stores |
| title_short | How In-store Marketing Affects Purchase and Salesman's Recommendation Rate in Telecom Retail Stores |
| title_sort | how in store marketing affects purchase and salesman s recommendation rate in telecom retail stores |
| url | http://mail.econjournals.com/index.php/irmm/article/view/220 |
| work_keys_str_mv | AT melikkarabıyıkoglu howinstoremarketingaffectspurchaseandsalesmansrecommendationrateintelecomretailstores |