Strategies for analysing scanner data for publishers
The objectives of this paper are to detail the experiences in developing and using scanner-based systems and to demonstrate how these systems have influenced marketing and marketing research in general. The central focus of this paper is a discussion of the applications, advantages and disadvantages of scanner data and the ways in which this new information source can aid publishers in marketing decision making. A number of relevant, new developments and their possible effects on the media industry in the USA will also be highlighted.
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