Marketing Intelligence & Planning: Volume 18 Issue 2

Time series analysis of daily scanner sales: extraction of trend, day‐of‐the‐week effect and price promotion effect

Fumiyo N. Kondo, Genshiro Kitagawa

Access to daily store level scanner data has been increasingly easier in recent years in Japan and time series analysis based on a sales response model is becoming realistic…

Forecasting dynamic market share relationships

Nobuhiko Terui

In market share analysis, it is fully recognized that we have often inadmissibly predicted market share, which means that some of predictors take the values outside the range [0…

The qualitative contents of television advertising and its penetration: the case in Japan

Toshie Takeuchi, Chizuru Nishio

Examines the penetration of television advertising in relation to the qualitative contents; continuity of the advertising; exposure patterns; and whether or not the advertising is…

Application of a new brand monitoring strategy to grocery products at a convenience store

Akemi Murahara, Hiroaki Sandoh

At a store of chain retailers in Japan, a manager must select some new products from the list offered by the head office and, at the same time, he must determine which products…