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Comunicação comercial através do merchandising

Comunicação comercial através do merchandising

Arsène Tshimanga Kalonji

105,12 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2024
Materia
Ventas y marketing
ISBN:
9786208228859
105,12 €
IVA incluido
Disponible

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Sobre IBD

O estudo do comportamento de compra só pode ser pertinente se tivermos em conta a natureza da relação e a forma da troca. Alguns intercâmbios são transaccionais e pontuais no tempo, enquanto outros são mais relacionais e desenvolvem-se ao longo do tempo. Além disso, algumas trocas são formalmente contratualizadas, enquanto outras não o são. Se as empresas, numa clara vontade de fidelizar os seus clientes, se orientam para um marketing baseado na relação, terão também de desenvolver um modelo de análise do comportamento dos consumidores e dos compradores adaptado à forma da relação.

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