MCDA-C model for trade marketing performance evaluation: an illustrated case in the pharmaceutical sector
Since its introduction in the early 1990s, trade marketing has played a significant role in companies and their distribution channels, focusing on the consolidation of marketing strategy at the point of purchase. In practice, one of the main obstacles for a more widespread use of trade marketing has...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade Federal de Santa Catarina
2016-03-01
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| Series: | Revista Produção Online |
| Subjects: | |
| Online Access: | http://producaoonline.org.br/rpo/article/view/1885 |