Trade Marketing (Relazioni di filiera e strategie commerciali)

Translated title of the contribution: [Autom. eng. transl.] Trade Marketing (Supply chain relations and commercial strategies)

Research output: Book/ReportBook

Abstract

[Autom. eng. transl.] The growing and strong discontinuity of environmental, industrial and commercial conditions is determining a profound revision of the traditional paradigms of marketing policies. In marketing processes, the intermediate market of distribution and sales channels is a market to be conquered on a par with the final consumer market. Trade Marketing is not a business function but a strategic orientation
Translated title of the contribution[Autom. eng. transl.] Trade Marketing (Supply chain relations and commercial strategies)
Original languageItalian
PublisherEgea
Number of pages377
ISBN (Print)978-88-238-3974-5
Publication statusPublished - 2009

Keywords

  • rapporti industria-distribuzione
  • retail mix
  • trade marketing

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