نوع مقاله : مروری
نویسندگان
1 گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 استادیار مدیریت بازاریابی، گروه مدیریت بازرگانی، واحد ورامین- پیشوا، دانشگاه آزاد اسلامی، ورامین، ایران
3 عضو هیات علمی دانشکده مدیریت و اقتصاد دانشگاه علوم و تحقیقات
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Background: Many shoppers' decisions are made at the point of sale. Therefore, influencing shoppers at this stage has become very important for retailers and manufacturers. The concept of in-store marketing, which has become popular in the global retail literature in recent years, refers to the use of various in-store tools. The purpose of this research is to provide a framework for the various in-store marketing tools and to identify the most commonly used in-store marketing tools.
Objective: Considering the scope of in-store marketing, the purpose of this study is to identify the range of in-store marketing, draw a comprehensive framework and identify the most widely used in-store marketing tools.
Methods: scientific databases were searched for keywords related to in-store marketing. The identified articles were reviewed in 2 stages and finally, 95 articles were used for the final research. The current research is a domain-oriented review.
Findings: First, the concepts related to in-store marketing, which include promotion, merchandising, visual merchandising, displays, atmospherics, and signage, were defined and the research areas in these cases were examined. Then, the similarities and overlaps between these concepts and in-store marketing were highlighted, and finally, the most commonly used in-store tools were presented.
Conclusion: in-store marketing is a broad concept that encompasses various tools, and understanding its different dimensions is very important for researchers and retailers.
کلیدواژه‌ها [English]
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