Combining sell-out data with shopper behaviour data for category performance measurement: The role of category conversion power
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DOI: 10.1016/j.jretconser.2021.102880
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Cited by:
- Tanzeela AQIF & Abdul WAHAB, 2022. "Reshaping The Future Of Retail Marketing Through Big Data: A Review From 2009 To 2022," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 14(3), pages 5-24, September.
- Federica Pascucci & Elisabetta Savelli & Giacomo Gistri, 2023. "How digital technologies reshape marketing: evidence from a qualitative investigation," Italian Journal of Marketing, Springer, vol. 2023(1), pages 27-58, March.
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Keywords
Category management; Performance measurement; Shopper behaviour; Retail marketing; RTLS technology; Big data;All these keywords.
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