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In this study, the website of 99 retailers in the retail 100 list in our country was examined in terms of marketing communication.. Content analysis is used as a research method. Possible marketing communications elements on web sites are evaluated in 8 categories and 84 components. In addition, it is also examined if the marketing communication elements on the websites differentiate according to the kind of the retailer. As a result, it is determined that retailers give an enough place to marketing R. Kurtoğlu 8/4 (2016) 230-252 İşletme Araştırmaları Dergisi Journal of Business Research-Türk 231 communication tools. It is also found in the study that retailers give a place to two-way communication / customer service, product information for promotion and communication tools in the sales promotion categories and marketing communication elements on the websites differentiate according to the kind of the retailer. According to the results of the research, it can be argued that web sites are a suitable environment for marketing communications, and that retailers should also benefit more from this environment. It is also suggested that retailers should place more direct marketing practices on their web sites, manage marketing communications well in social media and employ specialists who deal directly with this topic and make the use of two-way communication tools attractive to increase online sales.

i̇şletme araştırmaları dergisi

Perakendecilerin Web Sitelerinin Pazarlama İletişimi Açısından İncelenmesi: Türkiye de Perakende 100 Üzerine Bir Uygulama - Examination of Retailers Web Sites in terms of Marketing Communications: A Study on Retailer 100 in Turkey