{"id":3242,"date":"1994-01-01T00:00:00","date_gmt":"1994-01-01T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/1994\/01\/01\/el-merchandising-instrumento-estrategico-y-operativo-de-la-gestion-detallista\/"},"modified":"1994-01-01T00:00:00","modified_gmt":"1994-01-01T00:00:00","slug":"el-merchandising-instrumento-estrategico-y-operativo-de-la-gestion-detallista","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/el-merchandising-instrumento-estrategico-y-operativo-de-la-gestion-detallista\/","title":{"rendered":"El merchandising: instrumento estrategico y operativo de la gestion detallista"},"content":{"rendered":"<h2>Tesis doctoral de <strong>  Zorrilla Calvo M. Pilar <\/strong><\/h2>\n<p>Con nuestra investigacion pretendemos analizar la organizacion de espacio de venta y, mas concretamente, la asignacion de espacio a los distintos productos en el establecimiento comercial. La eleccion del tema investigado ha sido motivada por la creciente importancia que este tipo de decisiones esta adquiriendo, dada la escasez del recurso espacio y el cada vez mayor numero de productos y referencias existentes en el mercado en cuanto que afectan a la rentabilidad detallista.  todo ello nos ha llevado a un extenso estudio previo para delimitar el concepto, alcance e implicaciones del merchandising, con el fin de establecer claramente el marco en que han de tomarse tales decisiones. Para el desarrollo de nuestra investigacion hemos empleado fundamentalmente la metodolog\u00eda analitico-sintetica.  asi, hemos analizado en el primer capitulo, la evolucion en el seno de la distribucion comercial minorista, para enmarcar el origen del merchandising y su necesidad.  en el segundo capitulo nos hemos centrado en el concepto y alcance del mismo.  todo ello nos ha permitido ofrecer una definicion de merchandising sobre la que nos hemos basado posteriormente.  en los capitulos tercero y cuarto hemos analizado el papel estrategico del merchandising y su contribucion al posicionamiento del establecimiento.  en los dos siguientes capitulos nos referimos al merchandising en terminos operativos, analizando la organizacion del espacio de venta desde una doble perspectiva:  presentacion y rentabilidad.  por ultimo, en el septimo capitulo, analizamos la gestion de espacio en la practica corriente en espa\u00f1a, considerando para ello los resultados obtenidos en el estudio empirico desarrollado a tal fin.  finalmente, presentamos las conclusiones obtenidas a partir de la investigacion realizada.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>El merchandising: instrumento estrategico y operativo de la gestion detallista<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 El merchandising: instrumento estrategico y operativo de la gestion detallista <\/li>\n<li><strong>Autor:<\/strong>\u00a0  Zorrilla Calvo M. Pilar <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Pa\u00eds vasco\/euskal herriko unibertsitatea<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 01\/01\/1994<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Emilio Soldevilla Garc\u00eda<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Fernando Casado Juan <\/li>\n<li>Mar\u00eda  Soledad Aguirre Garcia (vocal)<\/li>\n<li>Ignacio Cruz Roche (vocal)<\/li>\n<li>Enrique Diez De Castro (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Zorrilla Calvo M. Pilar Con nuestra investigacion pretendemos analizar la organizacion de espacio de venta y, mas [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[82,5099,1302,12909],"tags":[13071,6182,11098,6181,13607,13606],"class_list":["post-3242","post","type-post","status-publish","format-standard","hentry","category-ciencias-economicas","category-marketing","category-organizacion-y-gestion-de-empresas","category-pais-vasco-euskal-herriko-unibertsitatea","tag-emilio-soldevilla-garcia","tag-enrique-diez-de-castro","tag-fernando-casado-juan","tag-ignacio-cruz-roche","tag-maria-soledad-aguirre-garcia","tag-zorrilla-calvo-m-pilar"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/3242","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=3242"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/3242\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=3242"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=3242"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=3242"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}