search query: @author Drèze, X. / total: 5
reference: 4 / 5
| Author: | Dreze, X. Hoch, S. |
| Title: | Exploiting the installed base using cross-merchandising and category destination programs |
| Journal: | International Journal of Research in Marketing
1998 : DEC, VOL. 15:5, p. 459-472 |
| Index terms: | MARKETING RESEARCH MERCHANDISING |
| Language: | eng |
| Abstract: | The authors investigate two ways to increase sales and customer loyalty by taking advantage of a store's installed base of current customers. The authors propose a classification of products into two types. Product of Type I are products for which consumers have a loyalty to a specific retailer and, as far as possible, always shop at the retailer for these products. The other products (Type 2) are not associated with any retailer and bought at whichever retailer consumers happen to shop. |
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