En este proyecto exploramos aspectos relevantes para la gestión de servicios, precios, surtido y promociones en distribución minorista.
Retailing strategy
Retailing strategy
Mónica Cortiñas
Profesora de Marketing
Publicaciones
The Impact of Market Environments on Marketing Relationships
This paper addresses empirically two issues. One is whether or not basic marketing relationships at the establishment level are robust …
The role of Purchase Regularity and Purchase Frequency in Price and Discount Sensitivity
The objective of our study is to analyze how regularity and frequency of purchase affect price and discount sensitivity in brand choice …
The use of loyalty-cards databases: Differences in regular price and discount sensitivity in the brand choice decision between card and non-card holders
In the retail food sector, databases generated by customer loyalty programs are becoming increasingly important. The information stored …
The demand for and the supply of distribution services: A basis for the analysis of customer satisfaction in retailing
This paper brings together two bodies of literature. One of them is a literature on the special role of the consumer in retailing. The …
El Problema De Elección De Marca en una Categoría Compleja: Aplicación de una Red Neuronal Artificial
In this paper we use an Artificial Neural Network Model for the analysis of the brand choice problem in a high-penetration …
Retail Store Loyalty Management via an Analysis of Heterogeneity of the Service Elements
This paper follows a line of research opened up by a series of authors who use a marketing approach for the study of retail service …
The Use of a Retail Store Database for Brand Choice Analysis
Retailers who wish to make decisions for a single store and have access to the scan- ner data of all purchases and to the scanner data …