Retail Industry
Industry: Email Alert RSS FeedWal-Mart tracks competitors' ad behavior - contracts Market ADvantage - Brief Article
DSN Retailing Today, July 23, 2001
BENTONVILLE, ARK. -- Wal-Mart has signed a two-year contract with research firm Market ADvantage that will enable the retailer to monitor the print advertising behavior of its U.S. and Canadian competitors. Market ADvantage tracks the print advertising of major retailers and makes the information available via an on-line category management and competitive analysis tool called ADalert.
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"The detail of the data is tremendous," said Troy Steiner, Wal-Mart's marketing director. "ADalert is giving us additional insight into competitive positioning and helping us to develop specific strategies on how to maintain and grow our business."
COPYRIGHT 2001 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
COPYRIGHT 2001 Gale Group
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