Le dinamiche degli assortimenti commerciali

[Autom. eng. transl.] The assortment is the most important lever of distributive marketing. Through the maneuvering of the breadth, depth, variety of products and brands treated, the commercial company defines the service of choice offered to consumers. Furthermore, in modern sales points, assortment policies contribute to the processes of differentiation of commercial signs. The book illustrates and summarizes the main research results obtained on the topics of assortment policies within the Trade Marketing Laboratory, established at the CERMES Bocconi University. In particular, the aim was to highlight the evolutionary processes that are characterizing the assortment structure in the consumer goods market, focusing attention on the marketing positioning of the product categories and the different types of brands. The research results obtained are the result of an articulated and in-depth investigation of consumers' purchasing behaviors and the conduct of commercial companies. The book can be of particular interest both to market researchers and researchers, and to the management of industrial companies. commercial.