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Research papers

Range versus rationalization in frozen foods

There is not so much a conflict between "range" and "rationalization" as a need for balance between the two: a need to determine the "rational range". The starting point towards this goal is to allocate store space to grocery commodities in relation...

Catalogue: Seminar 1975: Product Range Policy In Retailing And Co-operation With Manufacturers
Author: J. F.W. Yaxley
August 1, 1975

Research papers

Brands whispering emotions

This breakthrough study reveals quantitatively the impact of social mood on category purchase behavior and measures mood changes via social media as an early indicator for brand communication management.

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Nihan Sahan Eren, Pelin Halacoglu, Serkan Ceran, Ezgi Akpinar
Companies: Ipsos MRBI, Unilever
September 8, 2019

Research papers

The influence of technical developments on marketing management information systems in retail organisations

This paper shows how much data may be structured into a computer based data bank in a manner which will allow the company to analyse its sales on a seasonal, yearly and possibly 5-yearly basis, in a manner convenient for assisting marketing...

Catalogue: Seminar 1977: Marketing Management Information Systems
Author: Gil T. Jones
June 15, 1977

Research papers

How and why people buy magazines in the Netherlands

This paper intends to give a survey of the marketing and distribution of consumer magazines in the Netherlands by the Verenigde Nederlandse Uitgeversbedrijven (United Dutch Publishing Companies). In this report a survey is given of recent research...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Authors: Huybert Boermans, Rob Van Prattenburg
November 1, 1979

Research papers

Choice of a new target for a weekly magazine

The weekly newspaper 'La Vie Catholique', published in Paris, was founded in 1945 and destined to become a mass-circulation vehicle of expression for a closely circumscribed segment of Catholic opinion. Its circulation figure rose to attain a peak in...

Catalogue: Seminar 1974: Editorial Research In The Publishing Industry
Authors: Jean-Louis Laborie, Jacqueline Aglietta
Company: KANTAR TNS Malaysia
June 15, 1974

Research papers

Tracking the shampoo market

There are two broad approaches which a company may adopt in trying to evaluate the benefits gained from its advertising expenditure. These are either by analysis of sales or by some form of consumer research. In this paper the results obtained from...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Alan Smith
June 15, 1981

Research papers

A new method of data capture for record sales

The paper illustrates how techniques, developed for monitoring sales of one 'fast-moving' product - petrol - have been adapted and translated to another 'fast moving' product - gramophone records - within the retail environment as a result of...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Author: Guy Sutcliffe
June 15, 1979

Research papers

Retailer's panel and expert system

We show how using one expert system allows us to go further and quicker in the analysis of the enormous amount of data collected by scanner in a sample of stores. In particular the first step of our research is to be able to condense, to structure...

Catalogue: Seminar 1990: How To Cope With Data Overload
Authors: Jean Pierre Gaucher, Patrick Le Maire, Isabelle Le Roy, Gilles Mauffrey, Jacques Obadia
June 15, 1990

Research papers

Generalising a pricing effect

The purpose of this contribution to our seminar on modelling is to make two points: 1. There is usually little point in modelling something if we do not know what it is; 2. Developing the required empirically-based generalisations in marketing is...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Andrew S. C. Ehrenberg, Leonard R. England
October 26, 1987