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Author: Antonio Díaz Morales
Publisher: Planeta DeAgostini

Lenguage: Español

The challenges of marketing at point of sale is an intelligent analysis of the importance of distribution in the service sector and its current irreversible trend towards concentration. It becomes a wake-up call about the imbalance between manufacturing and distribution, in favor of the latter. Written by Antonio Díaz, Doctor of Economics and Business Administration and Executive MBA and Professor of Marketing at OBS, "The challenges of marketing at point of sale" is an intelligent analysis of the importance of distribution services sector in the current irreversible trend towards concentration. It becomes a wake-up call about the imbalance between manufacturing and distribution, in favor of the latter. "The Challenges of Marketing at the Point of Sale" explores the importance of the distribution services sector in the current and the consequences of the concentration of the industry. This process of concentration that has occurred in the U.S., Europe and some countries in Latin America has allowed the large-area, initially developed strongly in all countries, is being held back by other models such as discount stores and supermarkets . Antonio Díaz Morales discusses his work on how these changes in the industry require changes in the industry who have had to implement a new model of category management to create a new trade relationship based on collaboration with the supplier to obtain success. This development, as developed by the author, has forced the industry to structurally change their commercial departments and commercial areas for new commercial structure.

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