Consumer-Centric Category Management

Consumer-Centric Category Management

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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 1980a€™s 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 wona€™t 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


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