Guardare per comprare: il visual marketing per la progettazione e valutazione del display distributivo. Il caso studio dello scaffale oli nella Gdo

Francesco Diotallevi (), Chiara Paffarini and Andrea Marchini ()

Micro & Macro Marketing, 2014, issue 2, 319-342

Abstract: This work, starting from theoretical bases of sensorial marketing, represents a first attempt to show the competitive advantage inside Modern Distribution's shelf, determined by brand position and visibility. Through the implementation of a new software named «Visual Marketing Rel», the research develops an analytic and empirical phase in the olive oil shelf, strategic product for agri-food Italian chain. Results, confirming hypothesis of sensorial marketing, verify as specific positions are advantageous in a competitive context. This work opens important considerations in term of strategic management of Modern Distribution.

Keywords: Emotional Marketing; Software; Large-scale Retail Trade; Olive Oil. (search for similar items in EconPapers)
Date: 2014
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