Abstract
[Autom. eng. transl.] In retail, a new commercial revolution is underway, destined to change the competitive balance between sales channels and between corporate groups. The new models of consumption and purchase are increasingly characterized by situations of rationality, infidelity and nomadism. The development of the online channel is pushing retail companies to implement omnichannel strategies. In the distribution groups there is a transition from buying-oriented organizational models to marketing-oriented organizational models. In supply chain marketing, there is a trade-off between consumer marketing and trade marketing policies
| Translated title of the contribution | [Autom. eng. transl.] #Retailvision (the scenarios of Distributive Marketing) |
|---|---|
| Original language | Italian |
| Publisher | Egea |
| Number of pages | 261 |
| ISBN (Print) | 9788823837614 |
| Publication status | Published - 2019 |
Keywords
- Retail
- Scenari
- Trade Marketing