search query: @author Little, J. / total: 3
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| Author: | Little, J. |
| Title: | Integrated measures of sales, merchandising, and distribution |
| Journal: | International Journal of Research in Marketing
1998 : DEC, VOL. 15:5, p. 473-486 |
| Index terms: | MARKETING RESEARCH DISTRIBUTION |
| Language: | eng |
| Abstract: | manager track marketing performance with measures of sales, distribution, and merchandising. These can be calculated at different levels of aggregation with respect to geographic areas, time periods, and products. To be most useful, performance measures should have parallel and consistent meanings across the different levels.Starting from the decomposition of sales into base and incremental volume as provided by data suppliers at the underlying level of item-store-week, the authors define a set of performance measures that fit together into a simpler model. |
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