Abstract:
This paper will discuss how procedures and techniques employed in the United States and Western Europe were adapted successfully in setting up retail audit services in Venezuela. First, the paper will include an historical assessment of the initialisation and development of retail audit in Venezuela. This will be followed by a review of the fundamental issues to be considered when analysing the feasibility of marketing research tools and techniques to be used in launching a retail audit service.
This could also be of interest:
Research Papers
Retail audit for durable goods
Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Author: Lionel Marquie
Company: GfK
November 1, 1996
