Retail & trade marketing

If they want to consolidate their competitive position in a time of diminishing brand faithfulness, then manufacturers as well as retailers, each at their own level, must contend for the shopper. The research of our retail and trade marketing specialists focuses on the relationships between supplier and retailer/distributor (trade marketing) and retailer/distributor and shopper/end-customer (retail marketing). We focus both on the food and non-food sectors.

We translate our expertise into publications on retail and trade marketing, retail & trade marketing training programmes, tailor-made educational programmes for your company, and expert advice. You can also come to us for networking among retail & trade marketing professionals.

Key research areas

We have special expertise in:

shopper marketing
retail marketing
POS (point-of-sale) trade marketing
private labels
(multi) channel management
category management

Research results and publications

Curious about some of our research results and publications?

All Retail & trade marketing publications.

Research for your organisation

In addition to conducting research that contributes to fundamental academic knowledge, we can also carry out practice-based research especially for your organisation.

Roundtable discussions on retail & trade marketing

By setting up a "Roundtable", several suppliers or retailers sharing the same issue are brought together to develop knowledge, exchange know-how, and conduct research regarding a well-defined theme in retail or trade marketing. We recently started two roundtables : one about trade marketing and one gathering CEO's of retailers. A Roundtable will soon be held on the strategic role of the internet in the buying process.

Our experts

Meet the faculty and researchers who are experts in Retail & Trade Marketing.

Tips from our experts

Journals, portals and books keep you informed about trends in Retail & Trade Marketing. Some recommendations from our experts:

News

All news