Karin Zaghi

Zaghi Karin is an Associate Professor of Practice of Channel and Retail at SDA Bocconi School of Management. She also teaches Marketing at Università Bocconi.

She collaborates with SDA Bocconi since 1994, she is in charge of the Channel & Retail Category. She is also the coordinator of four Open Market Executive Programs: Trade Marketing (Class Program), Category Management (Online Program) Visual Merchandising (Online Program) e Store Management (Online Program). She runs research, education and consulting projects with leading firms operating in the fashion, design, automotive, electronics and grocery industries, collaborating with several companies.

Her research activities focus on retailing, visual merchandising and trade marketing. Currently, she is analyzing four main topics linked with her previous research: store design and visual merchandising, buying behavior and experiential shopping, trade marketing and category management, and channel management in fashion, design, motorbike, electronics, household products and grocery.

Her works have beenpublished in leading academic and management journals such as Micro&Macro Marketing, Economia&Management, Largo Consumo. She is the author of many books including: “Visual merchandising. La comunicazione per dare valore all’esperienza del cliente”, FrancoAngeli, 2018; “Visual merchandising. In-store Communication to Enhance Customer Value”, Egea, 2018; “CSM: un nuovo modello di category management” in (A.A.) Creare Valore con il Category Management Sostenibile, Harvard Business Review Italia, 2021.

Karin earned a degree from Università Bocconi. She is also avisor for privat and public entities for retail topics.

Teaching domains

• Visual Merchandising
• In-store marketing
• Retail Management
• Trade marketing
• Category Management

Companies

• Associate Professor of Practice - Marketing and Sales, Core Faculty Member SDA Bocconi School of Management (1992)
• Professor of Marketing Università Commerciale 'Luigi Bocconi'​ (1992)
• Professor Libera Università di Lingue e Comunicazione IULM (1995 — 2005)
• Researcher Università Bocconi CESCOM - Centro di Studi sul Commercio (1991 — 2003)

Latest publications

ZAGHI K. CMS, un nuovo modello di category management in Creare valore con il category management sostenibile AA.VV.(Ed), StrategiQs Edizioni - Harvard Business Review Italia, pp.31-54, 2021

MAURI C., ZAGHI K. Il coinvolgimento dell'industria di marca nelle tecnologie digitali in-store Micro & Macro Marketing, 2020, vol.2, pp.353-376

ZAGHI K. Visual merchandising leva di marketing Economia & Management, 2018, vol.4, pp.69-74

ZAGHI K. Visual merchandising. In-store Communication to Enhance Customer Value Bocconi University Press - BUP, Milano, Italy, 2018

ZAGHI K. Visual merchandising. La comunicazione per dare valore all’esperienza del cliente Franco Angeli, Italy, 2018

ZAGHI K. Il Visual Merchandising in Store Management. Il punto vendita come luogo di customer experience - IV Ed. S. Castaldo, C. Mauri(Ed), Franco Angeli, pp.171-217, 2017