- Date of publication
- Febrero 2011
- Business
- Study
Sobre esta documentación: Ricardo Palomares Borja. Posiblemente, una de las primeras decisiones estratégicas que debe resolverse a la hora de diseñar un establecimiento o formato comercial, sea su política de surtido acorde con el tipo de clientes a los que se desea satisfacer. La gestión estratégica del surtido es sin duda una labor compleja, teniendo en cuenta que en las superficies comerciales, al igual que en el marketing, no se libran batallas de productos, sino batallas de percepciones en la mente del consumidor.
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