Il retailing: frequentazione del punto vendita, riconoscibilità dell’insegna e fidelizzazione del cliente nella moderna distribuzione

The author in the chapter analyzes the retail, point of sales (the sales point ?) and the marketing tools used for customer loyalty and development of innovative management initiatives. In particular retail marketing instruments are identified, the marketing management tools used for customer loyalty of food and no-food modern retail distribution and the specific retail market segmentation technics. The author gives his attention to private label defined by the author as instrument useful to achieve marketing, customer loyalty and competitive differentiation among retail companies.