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Title: Redes de comercialización heterogéneas. Desarrollo de un sistema para la administración del conocimiento suministrado a una red comercial multicanal
Author: Hernández Docal, José Miguel
Director: Daradoumis Haralabus, Atanasi
Tutor: Martí Pintanel, Javier
Keywords: distribution
commercial knowledge
multichannel marketing
Issue Date: 13-Jun-2021
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: A marketing network that acts on the ground and is configured as a set of distribution points of different characteristics (points of sale, corners, promotion stands, after-sales services, etc.) managed, in addition, by agreements with different subcontracted companies, constitutes a heterogeneous face-to-face commercial network. The management of this type of commercial structures is a major challenge for any organization that considers the distribution of goods and services with a large capillarity and spread over a wide territory. The coordination of their activities and the quality of their services depends, among many other aspects, on adequate supervision of the information transmitted to them and how it is used to transform it into knowledge. This paper analyzes the feasibility of a system for the management of two-way communication between a main organization and its network of collaborators that ensures the reception of information and manages to measure in a practical way its penetration into the usual activity of sales channels. If all this available information were analyzed in detail, it would be possible to determine to what extent communication to the commercial network is being effective, and specifically, which parts of that network are assimilating it and which are not, which is essential for effective management.
Language: Spanish
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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