The Hindu Business Line : Learning from problems

“Pillsbury’s internal network allows its employees in over 70 countries access to data of several kinds, including consumer feedback that has been logged into a massive database (based on 3,500 calls a day to the 800 number printed on every Pillsbury product), manufacturing (testing equipment at new plants, statistics on production quality and packaging) and so on. Any employee, at a plant or at a sales call pitching new products to a grocer, can access the company’s data.” Or, this: “Hallmark Cards assists its 15,000 store managers in SKU (stock-keeping unit) optimisation, the allocation of store square footage to its 40,000 products. It can determine which cards and gifts are selling on any given day at any given retail outlet.” These are only two of the scores of helpful examples in Problems in Marketing, second edition by Luiz Moutinho and Charles S. Chien ( www.sagepublications.com).

D. Murali

http://BookPeek.blogspot.com

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