The purpose of this chapter is to explain how market information based upon retail sales is derived and used by manufacturers and retailers to make better business decisions. Since the emergence of mass marketing, manufacturers of fast turnover packaged goods have wanted information about the performance of their brands, both against key competitors, and the market as a whole. For the fifty years prior to 1980, such information came from two main sources: consumer panels and retail audits.
Catalogue: Seminar 1987: M.M.I.S- Useful For The User
Authors: R. G. Whyte, T. MacNeary
June 15, 1987
Author: Egon Huppert
June 15, 1982
- This could also be of interest