Basic Principles of Marketing and Retailing
Chapter from the book:
Aykaç,
Ö.
S.
&
Yılmaz,
A.
(eds.)
2024.
Marketing and Retailing: Transformations of the Digital Age.
Synopsis
Marketing and retailing are two complementary disciplines aimed at meeting consumer needs and expectations. This study examines the impact of marketing theory and practices on retailing. Digital transformation has redefined the marketing mix (4P) and reshaped retailers' strategic decision-making processes. Especially, omni-channel strategies enhance customer experiences and provide long-term competitive advantages for brands. The study addresses the intersections of marketing and retailing, contributing to theoretical knowledge and offering practical recommendations for businesses. Factors such as sustainability, data analytics, and artificial intelligence support innovative approaches in marketing and retailing strategies, preparing a strategic foundation for future opportunities.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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Copyright (c) 2024 Ömer Sezai Aykaç, Aykut Yılmaz; Ömer Sezai Aykaç, Tarık Yolcu, Eda Kutlu, Merve Türkmen Barutçu, Hazel Mihriban Kaynar, Burçak Başak Yiğit, Aslıhan Yavuzalp Marangoz, Nazlı Pehlivan Yirci, Selcen Vodinalı, Seda Gökdemir Ekici, Didem Demir, Aykut Yılmaz, Faruk Dursun, Emre Yıldırım