Abstract: The paper explain the use of customer panels by retailers for primary data systematic collection in order to support the marketing decision process. The aim is to analyze corporate, point of sale and category panels contribution to the generation of knowledge elements related to the competitive assessment, the service quality, the communication and assortment effectiveness and the definition of retail mix policies. Keywords: Panel, primary data, retailers, marketing decision process, retail mix.
Panel di insegna longitudinale. Possibile fonte del vantaggio competitivo / Luceri, Beatrice. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - 4(2007), pp. 37-60.
Panel di insegna longitudinale. Possibile fonte del vantaggio competitivo
LUCERI, Beatrice
2007-01-01
Abstract
Abstract: The paper explain the use of customer panels by retailers for primary data systematic collection in order to support the marketing decision process. The aim is to analyze corporate, point of sale and category panels contribution to the generation of knowledge elements related to the competitive assessment, the service quality, the communication and assortment effectiveness and the definition of retail mix policies. Keywords: Panel, primary data, retailers, marketing decision process, retail mix.| File | Dimensione | Formato | |
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