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Application of a new brand monitoring strategy to grocery products at a convenience store

Akemi Murahara (Doctoral Candidate, Graduate School of Marketing & Distribution Sciences, University of Marketing & Distribution Sciences, Kobe, Japan)
Hiroaki Sandoh (Professor, Department of Information & Management Sciences, University of Marketing & Distribution Sciences, Kobe, Japan)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 April 2000

Abstract

At a store of chain retailers in Japan, a manager must select some new products from the list offered by the head office and, at the same time, he must determine which products should be replaced by the new products he selects. For the purpose of supporting such a decision, the authors have already proposed a new brand monitoring strategy for a certain category at a retail store and provided its mathematical model. Reviews their model emphasizing its practical aspects, and applies their model to actual data on grocery products collected from a convenience store with a discussion on the characteristics of their model.

Keywords

Citation

Murahara, A. and Sandoh, H. (2000), "Application of a new brand monitoring strategy to grocery products at a convenience store", Marketing Intelligence & Planning, Vol. 18 No. 2, pp. 87-95. https://doi.org/10.1108/02634500010318638

Publisher

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MCB UP Ltd

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