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Loyalty (community) Card come strumento di rivitalizzazione del commercio urbano

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  • Luca Zanderighi
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    Abstract

    Negli ultimi anni in Italia il commercio al dettaglio si sta caratterizzando per una crescente concorrenza a livello di sistema di offerta che riguarda non solo la competizione tra i diversi poli di offerta extraurbana (centri commerciali, mall, Factory Outlet Centre) e il commercio del centro storico, ma anche quella tra differenti sistemi di offerta urbani. Dopo avere analizzato brevemente i fattori che spiegano le crescenti difficoltà competitive del commercio urbano rispetto ai poli di offerta pianificata extraurbana, l’articolo analizza l’importanza di una carta fedeltà di area come strumento di promozione e di coesione del commercio urbano. In particolare, si approfondisce l’analisi di un caso specifico - quello della carta fedeltà di Savigliano - anche attraverso l’esame dei principali risultati di alcune recenti analisi quantitative e qualitative che sottolineano il ruolo economico e sociale di tale strumento.

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    Bibliographic Info

    Article provided by FrancoAngeli Editore in its journal MERCATI E COMPETITIVITÀ.

    Volume (Year): 2011/4 (2011)
    Issue (Month): 4 ()
    Pages: 45-62

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    Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2011-004005

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    Related research

    Keywords: Town centre management; agglomerazioni commerciali; marketing del territorio; carta fedeltà;

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