O canal de marketing configurado pelas centrais de compra

Abstract

The retail sector has constituted Purchasing Centres (Centrais de Compra, CCs) with the intention of getting better trading conditions. This is an associative format, which seeks to position itself in the marketing channel between retailers and wholesalers or manufacturers. Created with the aim of increasing the competitiveness of our partner companies, CCs provide retailers with representation in the marketing channel ahead of the other agents. Thus, the assumption of this study is that the CCs are promoting changes in the relationships of agents that comprise the marketing channel. Through a literature review, this paper seeks to reflect on the presence of CC in the marketing channel, identified as a new agent that will integrate andinfluence its performance.