How retailers use marketing information in the USA

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Abstract
The use of marketing information by retailers has developed to a greater degree in the States than in this country, according to Nigel Piercy. He visited a number of organisations in the United States in the summer of 1981 as winner of the Lord Mayor's Travelling Scholarship, awarded by the Institute of Marketing. In this article he discusses the implication of new technology for producing valuable marketing information, and the strategic importance of controlling this developing source of information.

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