search query: @author Neslin, S. / total: 4
reference: 2 / 4
| 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. |
SCIMA