search query: @author Wilkie, W. L. / total: 6
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| Author: | Wilkie, W. L. Desrochers, D. M. Gundlach, G. T. |
| Title: | Marketing Research and Public Policy: The Case of Slotting Fees |
| Journal: | Journal of Public Policy and Marketing
2002 : FALL, VOL. 21:2, p. 275-288 |
| Index terms: | MARKETING RESEARCH PUBLIC POLICY CASE STUDIES SURVEYS |
| Language: | eng |
| Abstract: | This article focuses on the area of slotting allowances, which has presented an increasing array of challenges for public policy in recent years. This study reflects representative marketing efforts to uncover facts about its real world. It employs survey methodology with secondary data reports to provide a fuller picture of the current status of slotting allowances and implications for policy. Slotting fees represent a particularly interesting aspect of the U.S. marketing system, but with much of the activity cloaked in the "behind the scenes" nature of marketing) Information about this practice has been difficult to obtain, inhibiting public policy development. Policymakers have now been forced to call for more information and research. |
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