Short channels: a brand strategy for the Piana del Sele | Elibrary Perpustakaan Universitas Riau

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Short channels: a brand strategy for the Piana del Sele

Enrico Russo - Nama Orang;

This paper aims to give a contribution in building a brand strategy for a big cooperative company operating in the fruit and vegetable production field in the South of Italy willing to launch new sales channels, namely box-scheme and e-commerce, in order to increase the sells on local scale and partially reduce the dependence from the large scale distribution. The main expected effects of such a choice will deal with the brand identity, the possibility to repositioning the brand and open new sales opportunities. Social media marketing will also play a crucial role in both the analysis and the marketing practices.

Keywords: brand strategy; box-scheme; e-commerce; zero mile.

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Informasi Detail

Judul Seri: Agriculture and Agricultural Science Procedia
No. Panggil: -
Penerbit: : Elsevier., 2016
Deskripsi Fisik: Agriculture and Agricultural Science Procedia 8 ( 2016 ) 494 – 498
Bahasa: English
ISBN/ISSN: doi: 10.1016/j.aaspr
Klasifikasi: NONE
Tipe Isi: -
Tipe Media: -
Tipe Pembawa: -
Edisi: 8 (2016)
Subjek: KIMIA
Info Detail Spesifik: -
Pernyataan Tanggungjawab: Wati/Agus

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