Sales and Merchandising Commons^™

A Proposal Digital Marketing Strategy For Marcheluzzo Srl: Training And Evaluating A Prediction Model For The Number Of Adv. Impressions, Charles Alves De Castro

Articles

This research aims to describe a digital marketing strategy elaborated to be deployed in the MarcheluzzoSrl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the …

Principles And Practices Of Bar And Beverage Management, James Peter Murphy

Books/Book Chapters

Principles and Practices of Bar and Beverage Management is a comprehensive text and resource book designed to explain the latest developments and new complexities of managing modern bars - be they stand alone or part of larger institutions such as hotels and resorts.

Consumer expectations have changed, and a bar today must deliver an integrated social experience in a safe modern environment, which also offers the latest products and services in a professional and engaging fashion. Against a background of increasing competition and an increasingly sophisticated customer base, this text has been designed to support the bar and beverage skills …

Reconsidering Community-Based Retailing, Rebecca Maughan, Aidan O'Driscoll

Books/Book Chapters

One of the areas with great potential for economic, social and environmental benefit is community-based retailing. The concept of community based retailing can incorporate a number of different tenets. We suggest that it is retailing that is based close to the community it serves, usually within the town or village centre rather than out-of-town locations, and which is composed of a diverse range of small and medium sized business that are often independently or co-operatively owned. These community-based businesses form part of the social and community infrastructure.

We first of all explore the broad benefits of community-based retailing. We focus …

Role Of The Sales Manager And Its Intersection With Sales Technology, Stephen Kennelly

Masters

The area of sales management and technology is an expanding and dynamic field of research. Examining the impact and facets of technology in the arena of sales management has been steadily increasing over the past few decades as sales managers and industry seek to benefit from the multiple uses of technology. Large scale quantitative sales research itself in Ireland has been limited over the past 15 years and not since De Burca and Lambkin (1991) performed an analysis of the industry has there been any wide scale research in Ireland. This body of work seeks to follow on from De …