Although the values of many indices presented herein are usually calculated by market research agencies and delivered to companies in the form of synthetic results, we have placed the emphasis on the ability to determine them independently, both in descriptive and exemplifying terms. We consider it important to understand the genesis of indices and build the ability to interpret them on that basis. What is significant is that the indices can be interpreted differently; the same index may provide a different assessment of a product’s, brand or company’s position in the market depending on the parameters taken into account. Therefore, we strive to show a certain way of thinking rather than give ready-made recipes and cite ‘proven’ principles. Sales and distribution are dynamic phenomena, and limiting them within the framework of ‘one proper’ interpretation would be an intellectual abuse.
Kozielski, R., Dziekoński, M., Medowski, M., Pogorzelski, J. and Ostachowski, M. (2017), "Sales and Distribution Management Metrics", Kozielski, R. (Ed.) Mastering Market Analytics, Emerald Publishing Limited, pp. 113-199. https://doi.org/10.1108/978-1-78714-835-220171007Download as .RIS
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