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| Author: | Butlez, A. Parsons, L. |
| Title: | Channel productivity: in the small and in the large |
| Journal: | International Journal of Research in Marketing
1998 : DEC, VOL. 15:5, p. 383-400 |
| Index terms: | MARKETING RESEARCH PRODUCTIVITY |
| Language: | eng |
| Abstract: | Supermarkets, hypermarkets, and mass-merchandisers, which use all the store shelves and other floor space to stack up tens of thousands of items, stand out as extreme cases of multiproduct firms. The complexity of their management results not simply from the width and depth of their assortments but more importantly from the interrelationships that very often strongly link the commodities they sell. Therefore, the proper management of such sophisticated entities cannot be achieved by fragmented control mechanisms operating specifically on each of the wares in stock in isolation from the rest of the category. |
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