Promotion and advertising in fmcg markets - single-source data analysis

Flemming Hansen and Lars Bech Christensen

This article describes analysis of the Adlab single-source database to investigate the impact of promotions on fmcg purchases.
  

Promotion and advertising in fmcg markets – single-source data analysis

Lars Bech Christensen & Flemming HansenCopenhagen Business School

INTRODUCTION

Fast moving consumer goods accounts for a very large part of people's everyday purchases....

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