Back

Strategic marketing information system

Date of publication: May 1, 1997

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Company: The Coca-Cola Company

Authors: Ricardo Calva, Libier Gomez, Salvador Garza

Abstract:

This paper describes the new soft drink market perspective of Coca-Cola FEMSA (KOF) enabling understanding of the market dynamics based upon quantitative indicators on a real time basis, correlated with a geographic environment, looking for relations between supply, such as retailer’s soft drink markets such as supermarkets, mom and pop stores, restaurants, etc., and demand, such as soft drink consumers; and dealing with actionable information for strategic and tactical decision making.

Ricardo Calva

Author

This is a long description of some author details.

Libier Gomez

Author

This is a long description of some author details.

Salvador Garza

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

A marketing information system

Catalogue: ESOMAR/WAPOR Congress 1969

Author: David Miln

 

June 15, 1969

×

Citation

Miln, D. (1969a, June 15). A marketing information system. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/a-marketing-information-system


Research Papers

Steirerbrau information system

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?

Authors: Gerhard Valeskini, Johannes Rupp

 

June 15, 1992

×

Citation

Valeskini and Rupp (1992a, June 15). Steirerbrau information system. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/steirerbrau-information-system


Research Papers

A marketing information and communication system

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry

Authors: Brian Keedwell, Richard Starr

 

June 15, 1983

×

Citation

Keedwell and Starr (1983a, June 15). A marketing information and communication system. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/a-marketing-information-and-communication-system


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

Calva, Gomez and Garza (1997a, May 01). Strategic marketing information system . ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/a-marketing-information-and-communication-system