TRADE MARKETING NO SETOR DE LOJAS DE CONVENIÊNCIA
This paper aims to describe the motivations for the adoption of trade marketing in convenience stores, as well as its attributions and functional position in the organizational structure. We chose the multiple case study method approach in order to study the motivations and practices of four conveni...
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| Auteurs principaux: | , , , |
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| Format: | Artigo |
| Langue: | Inglês |
| Publié: |
Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo
2012-10-01
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| Collection: | RAE: Revista de Administração de Empresas |
| Sujets: | |
| Accès en ligne: | http://rae.fgv.br/sites/rae.fgv.br/files/artigos/10.1590_0034-7590201200600005.pdf |
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