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Author: | Neslin, S. |
Title: | A research agenda for making scanner data more useful to managers |
Journal: | Marketing Letters
1994 : OCT, VOL. 5:4, p. 395-412 |
Index terms: | ADVERTISING PROMOTION MANAGEMENT |
Language: | eng |
Abstract: | This article presents a research agenda for making scanner data more useful to managers. Recommendations are generated in three areas. The authors draw on three case examples to distill a list of characteristics of research that encourage managerial impact. They also generate a master list of managerial research issues, and then compile a list of nine priority topics. They define a set of research topics on translating research into action. |
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