search query: @author Pinnington, D. / total: 1
reference: 1 / 1
« previous | next »
| Author: | Johnson, M. Pinnington, D. |
| Title: | Supporting the category management challenges: how research can contribute |
| Journal: | Journal of the Market Research Society
1998 : JAN, VOL. 40:1, p. 33-54 |
| Index terms: | MARKET RESEARCH MANAGEMENT RESEARCH |
| Language: | eng |
| Abstract: | This paper examines the concept of Category Management in retail markets and discusses the way research can be used to help both suppliers and retailers. CM partnerships require an understanding of the consumer and therefore by their very nature require market research. A number of tools have been developed to help the process and these are presented, using case studies where possible to highlight to information provided. (1) Understanding point of purchase. (2) Investing in brands in store. |
« previous | next »
SCIMA