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Erschienen in:
2018 | OriginalPaper | Buchkapitel
Are Different Merchandising Techniques and Promotions Equally Effective to Improve the Sales of Utilitarian and Hedonic Products? An Abstract
verfasst von : Álvaro Garrido-Morgado, Katia Campo, Óscar González-Benito, Mercedes Martos-Partal
Erschienen in: Marketing Transformation: Marketing Practice in an Ever Changing World
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Abstract
Grocery retailers face increasingly complex management problems. They not only have to manage multiple product categories and a huge number of different brands and SKUs but also have to cope with continuous changes in the competitive environment and an increased tendency of consumers to spread purchases over different chains and channels. To defend their competitive position, a differentiated, category-specific marketing mix approach is called for.