Retailing & trade marketing. Le sfide commerciali nell'epoca della complessità

Over the past decade, businesses have faced profound social, economic, technological, and commercial disruptions compared to previous periods. These disruptions stem not only from a prolonged and complex economic crisis but also from structural phenomena such as the digital revolution, demographic shifts, market maturity, the evolution of new consumption and purchasing models, the repositioning of retail groups and sales channels both offline and online, vertical competition between industrial and private label brands, and changing power dynamics between producers and distributors. These factors have culminated in a hyper-competitive “all-against-all” environment, significantly impacting the strategic dimensions of industrial and commercial sales policies. This book aims to conduct a thorough and up-to-date analysis of these effects, with the goal of elucidating the emerging paradigms in corporate Trade Marketing and Sales Management strategies.