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

Author

Listed:
  • Francesco Diotallevi
  • Chiara Paffarini
  • Andrea Marchini

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.

Suggested Citation

  • Francesco Diotallevi & Chiara Paffarini & Andrea Marchini, 2014. "Guardare per comprare: il visual marketing per la progettazione e valutazione del display distributivo. Il caso studio dello scaffale oli nella Gdo," Micro & Macro Marketing, Società editrice il Mulino, issue 2, pages 319-342.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/77726:y:2014:i:2:p:319-342
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    Cited by:

    1. Antonio Stasi & Francesco Diotallevi & Andrea Marchini & Gianluca Nardone, 2018. "Italian Extra-Virgin Olive Oil: Impact on Demand on Being Market Leaders, Private Labels or Small Producers," Review of Economics & Finance, Better Advances Press, Canada, vol. 13, pages 39-54, August.

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