Consumer-centric category management : how to increase profits by managing categories based on consumer needs /
AC Nielsen, with John Karolefski and Al Heller.
- Hoboken, N.J. : John Wiley & Sons, �2006.
- 1 online resource (xi, 356 pages) : illustrations
Includes index.
Introduction -- why category management is more important than ever -- The evolution of category management and the new state of the art -- Category management begins with the retailer's strategy -- Step one : define the category based on the needs of your target market -- Step two : assign a role to the category that best supports the retailer's strategy -- Step three : assess the category to find opportunities for improvement -- Step four : set performance targets and measure progress with a category scorecard -- Step five : create a marketing strategy for the category -- Step six : choose tactics for category assortment, pricing, promotion, merchandising, and supply chain management. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8.
In some parts of the world, especially in developing markets, category management today remains a stretch goal - a new idea full of untapped potential. In other areas, the original eight-step process that emerged in the late 1980's forms the foundation of many companies' approach to category management.
9781119201632 1119201632 0471785172 9780471785170
OverDrive, Inc. http://www.overdrive.com C794B44A-F5C4-46DE-B0D0-0A1422A40660 OverDrive, Inc. http://www.overdrive.com
Retail trade--Management. Consumers' preferences. Consommateurs--Pr�ef�erences. BUSINESS & ECONOMICS--Management Science. BUSINESS & ECONOMICS--Organizational Behavior. BUSINESS & ECONOMICS--Industrial Management. BUSINESS & ECONOMICS--Management. Consumers' preferences Retail trade--Management