1,720,966 research outputs found
Marketing distributivo. La creazione di valore nella distribuzione despecializzata
No full textNo abstract availabl
Pricing commerciale e valore di marketing
No full textAbstract: The scope of this paper goes beyond the analysis of the effects of the intensification of retail price competition on manufacturers, taking also into account the many changes that occurred in retail pricing, namely the shift:
- from manufacturers' brand to private brands in the building of a price image;
- from pricing products to pricing customers segments in order to change or consolidate their behaviour;
- from traffic building price promotion to loyalty building price promotion;
- from a pricing strategy aimed to enhance price image based on price level, to a strategy made to influence consumer perceptions based on price variation
Rapporti Industria-Distribuzione e strategie dell'ingrosso nel tessile-abbigliamento
No full textNo abstract availabl
Il ruolo della politica assortimentale nella crisi e rilancio dell'ipermercato
No full textIl ruolo della politica assortimentale nella crisi e rilancio dell'ipermercato - This paper presents the main findings of a research that Cermes - Bocconi has carried out on behalf of some industrial firms (Barilla, Campari, Coca-Cola, Ferrero, Kraft, Parmareggio) and with the contribution of some commercial firms (Agorà- Poli, Auchan, Carrefour, COOP Estense, GS, SELEX, SIGMA, SMA). The main goal of the research was to discover the importance of assortment policies in industrial and retail marketing. First, we verify the hypothesis that explain the continued increase in assortment dimension with the dependence of retail marketing upon manufacture’s contribution leading to a pour service to consumers. Then we verify that the convergence of assortment is the main cause of hypermarket crisis as well as a great contributor to the reduction of store loyalty. This paper aim to introduce a series of empirical research on the subject of retail assortment. Keywords: assortment, intertype-intratype competition, diversification, assortment quality, channel partnership Parole chiave: assortimento, intertype - intratype competition, diversificazione, qualità dell’assortimento, collaborazione di canale
Il comportamento di acquisto nel marketing industriale e commerciale
No full textIl lavoro si prefigge di analizzare le nuove dimensioni dei comportamenti di acquisto e le condizioni di efficacia delle leve di in store marketing sia nell'ottica dei produttori che in quella dei distributor
Situazioni e prospettive del Category Management
No full textIl lavoro si prefigge di aggiornare il dibattito accademico ed aziendale sul tema del Category Management con particolare attenzione alle opportunità di condivisione delle strategie di marketing tra imprese industriali e commercial
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