In some parts of the world, especially in developing markets, category management today remains a stretch goal a a new idea full of untapped potential. In other areas, the original eight-step process that emerged in the late 1980as forms the foundation of many companiesa approach to category management. In still others, particularly in developed countries like the U.S., the U.K., and others, refinements are being made a most of them designed to place consumer understanding front and center. New ideas are emerging a from qtrip managementq to qaisle managementq to qcustomer management.q Whether a new descriptor emerges to replace qcategory managementq is yet to be seen. Even if that does happen, what wonat change is the overall objective a to help retailers and their manufacturer partners succeed by offering the right selection of products that are marketed and merchandised based on a complete understanding of the consumers they are committed to serving. This book, which explores both the state of and the state-of-the-art in category management, is for everyone with a vested interest in category management. It can serve such a broad audience because category management is about bringing a structured process to how executives think and make decisions about their businesses, no matter what information and information technology they have access to.In addition to a comprehensive review of the discipline, Consumer-Centric Category Management offers guidance in the form of real success stories from top brands like General Mills, Chiquita, Hershey, and Hewlett-Packard.
|Title||:||Consumer-Centric Category Management|
|Author||:||ACNielsen, Al Heller|
|Publisher||:||John Wiley & Sons - 2006-01-03|