Marketing information and simulation systems for a French retailers chain

Date of publication: April 1, 1974


The System discussed in this paper was designed to provide the Management of NICOL, a French Chain-Stores Retailer, with a new aid in the analysis, evaluation and planning of marketing activities. The specific object of the project was the design of a complete simulation of the Retailer Store Wine Market that would enable Management to investigate, in a synthetic environment, the implications of alternative strategies and policies without making the commitment of resources required for comparable investigation in the real world.

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