ESOMAR AWARDS - From identifying need states to testing virtuality: Supporting category management - Category management (CM) presents challenges to suppliers and retailers which are further exaggerated by efficient consumer response (ECR). At the same time, the relationship between suppliers and retailers is changing steadily on a global scale. I his paper documents the various approaches to CM ...
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|Authors:||Johnson, Maureen; Felice, Paula|
Marketing and research today : the journal of the European Society for Opinion and Marketing Research. - Amsterdam : ESOMAR, ISSN 0923-5957, ZDB-ID 10055587. - Vol. 26.1998, 4, p. 125-140
Johnson, Maureen, (1997)
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