DECISIONES SOBRE EL MERCHANDISING
Fecha
2016-06-29
Autores
NÁJERA ZAYAS, JOAQUÍN
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Editor
Jaén: Universidad de Jaén
Resumen
[ES] Este trabajo de investigación trata sobre la estrategia de Merchandising. Está compuesto por
dos bloques de contenidos en los que por una parte se expone los argumentos teóricos sobre el
concepto del Merchandising. En un segundo bloque se encuentra desarrollada una estrategia
de Merchandising aplicada a la práctica de la empresa García Guirado S.L, la cual desea abrir
un nuevo establecimiento en la ciudad de Linares. En ambos bloques se analiza en
profundidad diversos aspectos relacionados con las estrategias y herramientas del
Merchandising.
[EN] This research work deals with the concept of Merchandising and its strategy. It is compound by two different content blocks where, on the one hand, the theoretical arguments about the concept of Merchandising are exposed and, on the other hand, a Merchandising strategy is developed and applied to Garcia Guirado S.L. This company is willing to open a new branch in Linares. Both content blocks make a deep review about Merchandising and some related aspects such as tools and different strategies.
[EN] This research work deals with the concept of Merchandising and its strategy. It is compound by two different content blocks where, on the one hand, the theoretical arguments about the concept of Merchandising are exposed and, on the other hand, a Merchandising strategy is developed and applied to Garcia Guirado S.L. This company is willing to open a new branch in Linares. Both content blocks make a deep review about Merchandising and some related aspects such as tools and different strategies.