TY  - JOUR
AB  - The trade marketer is already faced with a high standard of data
application in his approach to the buyer/seller relationship. The last
thing he needs is an information revolution now. Yet it appears that we
are on the verge of a new era of electronic databases with considerable
potential advantages for productiveness and profitability. An already
sophisticated level of database usage will be further enhanced by the
advent of new information sources – retail scanning data, in‐home
scanning. However, too much information could be a disadvantage and
effective data management will be necessary. Competitive advantage will
depend more than ever on the ability to apply these new databases to the
marketing process, especially in forecasting future requirements at the
macro and micro levels. Therefore mutual co‐operation will be an
essential ingredient for the success of the buyer/seller relationship.
VL  - 9
IS  - 1
SN  - 0263-4503
DO  - 10.1108/EUM0000000001096
UR  - https://doi.org/10.1108/EUM0000000001096
AU  - Buckingham Colin
PY  - 1991
Y1  - 1991/01/01
TI  - New Databases and Forecasting Techniques for Trade
Marketing
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 36
EP  - 37
Y2  - 2024/04/19
ER  -