Food marketing: an analysis of the relationship between distributor and consumer

The current scenario, characterized by the financial crisis, is severely affecting citizens’ purchasing and consumption behaviour in terms of shrinking spending and changes in brand orientation, signage and point of sale marketing initiatives. All this leads the distributors to profoundly rethink their strategies from the point of view of the marketing mix and from the point of view of the relationship with the customer. The university of Milan-Bicocca and CRIET, the ‘Inter-university Research Center in Territory Economics’, present the first findings of their ongoing research, which aims to investigate which marketing opportunities can be opened within the relationship between supply and demand, from the point of view of the marketing mix setup and customer-relations management.