search query: @author Preston, J. / total: 5
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| Author: | Preston, J. Mercer, A. |
| Title: | The influence of product range in the space allocation procedure. |
| Journal: | European Journal of Operational Research
1990 : AUG 15, VOL. 47:3, p. 339-347 |
| Index terms: | PRODUCT MIX MARKETING MIX SUPERMARKETS RETAILING |
| Language: | eng |
| Abstract: | Considering product range as part of the marketing mix is demonstrated as being of importance for a chain of medium sized supermarkets. The concept of range elasticity is introduced and a space allocation procedure based on range elasticity models is provided. The procedure considers the problem of group allocation in addition to the more common problem of allocating a fixed amount of space to a product group. |
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