In France, over the last five years, consumer purchasing trends have undergone immense changes and have therefore been thrown back into question. With regard to marketing practices, this has led to increased difficulty in understanding the consumerâs purchasing decision process. There also have been far reaching changes in the supply of consumer goods. Manufacturers are carrying out structural and organisational modifications in order to adapt their brand management to these challenges, but they will also need to set up information systems to evaluate the new operations. The authors present a new information system for brand management called Prometheus.
Authors: Denis Delmas, Laurent Zeller
June 15, 1995
- This could also be of interest