Maintaining marketing mix control

The author, writing from the point of view of a world-wide fmcg company with a huge annual marketing spend in Europe, discusses the `data revolution' resulting from scanners, and some of the problems of getting the data that are really needed.

Maintaining marketing mix control

In a changing research landscape, a more sensible approach to the collection of important data is now required

Paul Freeman

The author, writing from the point of view of a large worldwide fmcg company with a huge annual spend in Europe on the marketing mix, looks at some of the problems of getting the data that are really needed. This is not helped by the power of the retailers over their data, particularly in Europe. The author discusses the possibility, already discussed in ISBA, of advertisers working together. Faced with the prospect of further deterioration, they...

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