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Research papers

Advances in evaluation of retailer events

In Germany, retailers frequently use costly, store-wide theme promotions to increase consumer traffic and overall sales. Until recently, promotions were considered a necessary cost-of-doing-business and payback analyses for these events were...

Catalogue: Seminar 1994: The Changing Faces Of Panel Research
Authors: Petri Hirvonen, Hermann Pöhlmann
Company: Nielsen
June 15, 1994
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Citation

Hirvonen and Pöhlmann (1994a, June 15). Advances in evaluation of retailer events. ANA - ESOMAR. Retrieved May 06, 2024, from


https://ana.esomar.org/documents/advances-in-evaluation-of-retailer-events