Merchandising: characterization of promotion in point-of-sale of a Vale do Paraíba/SP regional distributor
Autor(a) principal: | |
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Data de Publicação: | 2011 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Latin American Journal of Business Management |
Texto Completo: | https://www.lajbm.com.br/index.php/journal/article/view/24 |
Resumo: | The present work is to analyze the techniques of merchandising at point of sale and its importance to the company Univale in developing its promotional point of sale. The techniques of merchandising at point of sale are increasingly frequent and innovative, helping to position the brand at point of sale, through effective planning targeted customers. The promotions at point of sale serve to reinforce the brand image and boost sales. Through an exploratory descriptive qualitative research, using the case study, were analyzed Univale promotional activities at point of sale to position the brand image and the products it represents. It was found that the actions taken by the company studied include wide possibilities of the use of merchandising tools, consistent with the marketing strategies for the retail segment. |
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Latin American Journal of Business Management |
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Merchandising: characterization of promotion in point-of-sale of a Vale do Paraíba/SP regional distributorComunicação Empresarial Estratégica: práticas no Vale do Paraíba – o pensamento global na ação localMerchandisingPromotional ActionsImageThe present work is to analyze the techniques of merchandising at point of sale and its importance to the company Univale in developing its promotional point of sale. The techniques of merchandising at point of sale are increasingly frequent and innovative, helping to position the brand at point of sale, through effective planning targeted customers. The promotions at point of sale serve to reinforce the brand image and boost sales. Through an exploratory descriptive qualitative research, using the case study, were analyzed Univale promotional activities at point of sale to position the brand image and the products it represents. It was found that the actions taken by the company studied include wide possibilities of the use of merchandising tools, consistent with the marketing strategies for the retail segment.NASSAR, Paulo (org.). Comunicação empresarial: práticas no Vale do Paraíba - o pensamento global na ação local. São Paulo: ABERJE, 2009.edUNITAU2011-07-17info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionNão avaliado pelos paresapplication/pdfhttps://www.lajbm.com.br/index.php/journal/article/view/24Latin American Journal of Business Management; Vol. 2 No. 1 (2011)Latin American Journal of Business Management; Vol. 2 Núm. 1 (2011)Latin American Journal of Business Management; v. 2 n. 1 (2011)2178-4833reponame:Latin American Journal of Business Managementinstname:Universidade de Taubaté (UNITAU)instacron:UNITAUporhttps://www.lajbm.com.br/index.php/journal/article/view/24/26Gollner, André Petrisinfo:eu-repo/semantics/openAccess2011-07-17T23:43:03Zoai:ojs2.lajbm.com.br:article/24Revistahttps://www.lajbm.com.br/index.php/journal/indexPUBhttp://www.lajbm.net/index.php/journal/oaimarcela.moraes@unitau.com.br||editor@lajbm.net2178-48332178-4833opendoar:2011-07-17T23:43:03Latin American Journal of Business Management - Universidade de Taubaté (UNITAU)false |
dc.title.none.fl_str_mv |
Merchandising: characterization of promotion in point-of-sale of a Vale do Paraíba/SP regional distributor Comunicação Empresarial Estratégica: práticas no Vale do Paraíba – o pensamento global na ação local |
title |
Merchandising: characterization of promotion in point-of-sale of a Vale do Paraíba/SP regional distributor |
spellingShingle |
Merchandising: characterization of promotion in point-of-sale of a Vale do Paraíba/SP regional distributor Gollner, André Petris Merchandising Promotional Actions Image |
title_short |
Merchandising: characterization of promotion in point-of-sale of a Vale do Paraíba/SP regional distributor |
title_full |
Merchandising: characterization of promotion in point-of-sale of a Vale do Paraíba/SP regional distributor |
title_fullStr |
Merchandising: characterization of promotion in point-of-sale of a Vale do Paraíba/SP regional distributor |
title_full_unstemmed |
Merchandising: characterization of promotion in point-of-sale of a Vale do Paraíba/SP regional distributor |
title_sort |
Merchandising: characterization of promotion in point-of-sale of a Vale do Paraíba/SP regional distributor |
author |
Gollner, André Petris |
author_facet |
Gollner, André Petris |
author_role |
author |
dc.contributor.author.fl_str_mv |
Gollner, André Petris |
dc.subject.por.fl_str_mv |
Merchandising Promotional Actions Image |
topic |
Merchandising Promotional Actions Image |
description |
The present work is to analyze the techniques of merchandising at point of sale and its importance to the company Univale in developing its promotional point of sale. The techniques of merchandising at point of sale are increasingly frequent and innovative, helping to position the brand at point of sale, through effective planning targeted customers. The promotions at point of sale serve to reinforce the brand image and boost sales. Through an exploratory descriptive qualitative research, using the case study, were analyzed Univale promotional activities at point of sale to position the brand image and the products it represents. It was found that the actions taken by the company studied include wide possibilities of the use of merchandising tools, consistent with the marketing strategies for the retail segment. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-07-17 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Não avaliado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.lajbm.com.br/index.php/journal/article/view/24 |
url |
https://www.lajbm.com.br/index.php/journal/article/view/24 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.lajbm.com.br/index.php/journal/article/view/24/26 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
edUNITAU |
publisher.none.fl_str_mv |
edUNITAU |
dc.source.none.fl_str_mv |
Latin American Journal of Business Management; Vol. 2 No. 1 (2011) Latin American Journal of Business Management; Vol. 2 Núm. 1 (2011) Latin American Journal of Business Management; v. 2 n. 1 (2011) 2178-4833 reponame:Latin American Journal of Business Management instname:Universidade de Taubaté (UNITAU) instacron:UNITAU |
instname_str |
Universidade de Taubaté (UNITAU) |
instacron_str |
UNITAU |
institution |
UNITAU |
reponame_str |
Latin American Journal of Business Management |
collection |
Latin American Journal of Business Management |
repository.name.fl_str_mv |
Latin American Journal of Business Management - Universidade de Taubaté (UNITAU) |
repository.mail.fl_str_mv |
marcela.moraes@unitau.com.br||editor@lajbm.net |
_version_ |
1809281663280087040 |