haku: @author Neslin, S. / yhteensä: 4
viite: 2 / 4
| Tekijä: | Neslin, S. |
| Otsikko: | A research agenda for making scanner data more useful to managers |
| Lehti: | Marketing Letters
1994 : OCT, VOL. 5:4, p. 395-412 |
| Asiasana: | ADVERTISING PROMOTION MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | 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