Guardare per comprare: il visual marketing per la progettazione e valutazione del display distributivo. Il caso studio dello scaffale oli nella Gdo
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.
Year of publication: |
2014
|
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Authors: | Francesco, Diotallevi ; Chiara, Paffarini ; Andrea, Marchini |
Published in: |
Micro & Macro Marketing. - Società editrice il Mulino, ISSN 1121-4228. - 2014, 2, p. 319-342
|
Publisher: |
Società editrice il Mulino |
Subject: | Emotional Marketing | Software | Large-scale Retail Trade | Olive Oil |
Saved in:
freely available
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