Autori: Marchini, Andrea, Diotallevi, Francesco, Paffarini, Chiara
Titolo: Guardare per comprare: il visual marketing per la progettazione e valutazione del display distributivo. Il caso studio dello scaffale oli nella Gdo
Periodico: Micro & macro marketing
Anno: 2014 - Volume: 68 - Fascicolo: 2 - Pagina iniziale: 319 - Pagina finale: 342

This work, starting from theoretical bases of sensorial marketing, represents a first attempt to show the competitive advantage inside Modern Distribution's shelf, determined by brand position and visibility. Through the implementation of a new software named «Visual Marketing Rel», the research develops an analytic and empirical phase in the olive oil shelf, strategic product for agri-food Italian chain. Results, confirming hypothesis of sensorial marketing, verify as specific positions are advantageous in a competitive context. This work opens important considerations in term of strategic management of Modern Distribution.




SICI: 1121-4228(2014)68:2<319:GPCIVM>2.0.ZU;2-C
Testo completo: http://www.rivisteweb.it/download/article/10.1431/77726
Testo completo alternativo: http://www.rivisteweb.it/doi/10.1431/77726

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