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Keywords: Fast moving consumer goods
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Journal Articles
Journal of Business & Industrial Marketing (2004) 19 (7): 444–459.
Published: 01 December 2004
...Kyle Dupre; Thomas W. Gruen Despite massive efforts of suppliers and retailers in the fast‐moving‐consumer‐goods (FMCG) channel to adopt the efficient consumer response (ECR) practices, many of the expected benefits have not been realized. This study examines the history and implementation...
