Rafael Dandrea

Toolbox Consulting (Toolboxtm.com.br) Brazil

RESUMO A competição entre marcas disponíveis nos supermercados motiva os esforços das empresas na elaboração e ativação de materiais de comunicação no ponto de venda (MPV). Os MPVs objetivam influenciar o shopper e gerar vendas. A economia comportamental, por sua vez, estuda como um indivíduo toma uma decisão de acordo com as suas próprias preferên...

I’ve just finished the development of a new framework for shopper marketing. My new baby. Shopper marketing thinking dates back one decade and was in need for a revamp. I am probably the first author that have systematized the shopper marketing thinking, turning it into a discipline in our country. Now my new model goes beyond the physical presence...

Abstract: The study of career transitions has traditionally focused its attention mostly on the deeply bonded mid-life crisis or mid-career transitions, while the analysis of later career transitions has been concentrated basically on events preceding the transition, and adjustment to retirement. Very few research papers have tackled post-career tr...

Abstract: The study of career transitions has traditionally focused its attention mostly on the deeply bonded mid-life crisis or mid-career transitions, while the analysis of later career transitions has been concentrated basically on events preceding the transition, and adjustment to retirement. Very few research papers have tackled post-career tr...

This recent paper brings a post demographic view of segmentation in the Farma Channel in Brazil. It is particularly useful to consider that not all drugstores are the same. The method used allows marketers to see the point of sales through the perspective of a shopper and his/her attitude towards each store format/environment. A very subtle lens th...

Conforme mencionado por executivos e por vários autores na literatura de marketing, é sabido que a maioria dos fabricantes não vende suas mercadorias diretamente ao consumidor fi nal. Entre fornecedores e consumidores fi nais há um ou mais canais, ou seja, um conjunto de intermediários que desempenham uma função no processo de disponibilizar produt...

n partnership with Bruno Mello, I have published articles over recent years about shopper ma r k e t i n g o n t h e r e n own e d g a t ewa y s i t e Mu n d o d o Ma r k e t i n g (www.mundodomarketing.com.br). In them, I have expounded on a collection of experiences, analysis and verified trends which have accumulated over more than 15 years of d...

Quién come, toma o usa un producto es consumidor. Sin embargo, cuando las personas decidan comprar un producto, ellas se vuelven " compradores",o, como se dice en inglés:" shoppers". Por ejemplo, cuando álguien compre ración para su perro, el perro es el consumidor y su dueño es el shopper.Lo mismo ocurre para faldas (la ,adre es shopper, niños son...

https://www.amazon.com.br/Marketing-Estrat%C3%A9gia-Integrada-Marketing-Conquista/dp/852246345X/ref=sr_1_1?ie=UTF8&qid=1479279238&sr=8-1&keywords=shopper+marketing Shopper Marketing - A nova estratégia integrada de marketing para a conquista do cliente no ponto de venda. Dirigida a profissionais do varejo e da indústria ligados ao marketing no po...

Com a proposta de ampliar e detalhar o conhecimento sobre as atividades de trade marketing nas empresas, a obra alia conhecimento acadêmico e vasta experiência vivenciada no cotidiano de organizações e do varejo. Apresenta, de maneira didática e estruturada, conceitos e ferramentas para que profissionais e acadêmicos possam avaliar, planejar e impl...