Il marketing della convenienza

[Autom. eng. transl.] In recent years in the distribution market there has been a growing intensification of price competition situations between modern commercial companies, with significant consequences for the marketing policies of producers and for the balance of supply chain relations. For this reason, the planning and management of distribution pricing policies have taken on a central role both in horizontal competitive relations between the brands and in the vertical relationships between Industry and Distribution. The sale price maneuver tends to impact on the image of convenience and, therefore, on the processes of differentiation of commercial signs, but also on the positioning and sales performance of industrial brands. The present work aims to deepen and disseminate the main results of the research activity carried out by CERMES - Bocconi University, on the issues of convenience marketing, with particular regard to consumer goods markets. The book can be of particular interest both to scholars and marketing researchers, and to the management of industrial and commercial companies