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Research papers

Scanning data for improved retail marketing

The paper examines the various possibilities of using scanning data to improve the marketing of retailers. As a start, the method, the benefits and the status of scanning are described. Retail marketing encounters a number of general and special...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers
Author: Egon Huppert
Company: Nielsen
June 15, 1982
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Citation

Huppert, E. (1982a, June 15). Scanning data for improved retail marketing. ANA - ESOMAR. Retrieved March 27, 2023, from


https://ana.esomar.org/documents/scanning-data-for-improved-retail-marketing


Research papers

The balance of power in a marketing channel

The nature of a relationship between a manufacturer and retailer, the extent to which it is either harmonious or discordant, largely depends on the power held by each party and the way this power is used. Power relationships also have a direct...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers
Author: Angela M. Rushton
June 15, 1982
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Citation

Rushton, A. M. (1982a, June 15). The balance of power in a marketing channel. ANA - ESOMAR. Retrieved March 27, 2023, from


https://ana.esomar.org/documents/the-balance-of-power-in-a-marketing-channel


Research papers

Measurement of retail sales beyond the normal packaged grocery products

The paper describes an attempt to measure retail sales beyond the usual measurement of branded packaged groceries. It explains why the attempt should be made, especially by an independent television contractor; it examines the method used to obtain...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers
Author: Hugh Johnson
June 15, 1982
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Citation

Johnson, H. (1982a, June 15). Measurement of retail sales beyond the normal packaged grocery products. ANA - ESOMAR. Retrieved March 27, 2023, from


https://ana.esomar.org/documents/measurement-of-retail-sales-beyond-the-normal-packaged-grocery-products