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The perfect mix

Date of publication: April 19, 2005

Catalogue: ESOMAR Retailing Industry Conference 2005

Company:

Author: György Szilágyi

Abstract:

The paper describes a down-to-Earth approach to optimising a retailer's product assortment in key product categories by the combined analysis of the retailer's internal sales information and external market data. The method offers an alternative to the widespread practice of inconsistent ad-hoc decisions that tend to leave growth opportunities unexploited but lead to increased costs in the supply chain.

György Szilágyi

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Szilágyi, G. (2005a, April 19). The perfect mix. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-commercial-communications-mix