Ene 12 2013
Merchandising.Teoría, práctica y estrategia
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El complejo mundo de la distribución comercial plantea cada día nuevos retos que requieren de múltiples respuestas basadas en nuevos planteamientos de actuación, diseñados para resolver eficazmente la gestión del marketing en el proceso de distribución de los bienes y servicios que las empresas comercializan en diferentes formatos comerciales, mediante la gestión estratégica del merchandising. Para ello, vamos a resolver las cuestiones que se plantean mediante los cuatro capítulos que forman esta obra. A través de la gestión por categorías responderemos a ¿QUÉ? productos agrupar estratégicamente. A través de la gestión de los elementos de la arquitectura comercial responderemos a ¿CÓMO? diseñar la superficie de ventas. A través de la gestión estratégica de la superficie de ventas responderemos a ¿DÓNDE? localizar los productos. Y por ultimo, a través de la gestión estratégica del lineal desarrollado responderemos a ¿CÓMO? presentar los productos.
Precisamente con ese propósito de promover y garantizar el éxito en la gestión del merchandising en el punto de venta, he escrito cada una de estas páginas, desarrollando diferentes técnicas y herramientas del merchandising, desde tres líneas de actuación didáctica, la teoría, la práctica y la estrategia, con el fin de hacer frente a una nueva gestión del merchandising aplicada a cualquier formato comercial en régimen de libre servicio, y con ello, poder contribuir a mejorar la seguridad en la toma de decisiones y el “Know-How” del merchandisers profesional en el desempeño de sus operaciones tácticas y estratégicas, y que desde aquí, yo como autor, te animo a emprender sin miedo a sabiendas de que en el mundo del marketing es fácil equivocarse, pero pensando que…”quien no toma decisiones se equivoca siempre”.
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