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El Marketing Y La Imagen Del Comercio Minorista De Bienes

Author

Listed:
  • Roberto Pons García
  • Zhao Hui Yuan
  • Dayana Duffus Miranda

Abstract

La imagen constituye un factor clave para el éxito de las empresas del comercio minorista, formando parte de los elementos que considera el cliente en el proceso de toma de decisión de compra. El trabajo titulado “El marketing y la Imagen del Comercio Minorista de Bienes” aborda la imagen desde sus tres grande posiciones conceptuales: carácter cognitivo, simplificativo y comparativo. Se elabora un modelo conceptual de la elección de los puntos de ventas desde la perspectiva del cliente lo que permite una mejor gestión de estos establecimientos.

Suggested Citation

  • Roberto Pons García & Zhao Hui Yuan & Dayana Duffus Miranda, 2008. "El Marketing Y La Imagen Del Comercio Minorista De Bienes," Contribuciones a la Economía, Servicios Académicos Intercontinentales SL, issue 2008-07, July.
    • Handle: RePEc:erv:contri:y:2008:i:2008-07:2
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    Cited by:

    1. Lado-Sestayo, Rubén & Aldrey-Pereiro, Carla & Isabel Carballo-Valadares, Isabel, 2012. "Comercio Tradicional: Análisis, Evolución y Distribución Espacial [Retail: Analysis, Evolution & Spatial Distribution]," MPRA Paper 68716, University Library of Munich, Germany.

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