Consumer-Centric Category Management : How to Increase Profits by Managing Categories based on Consumer Needs

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9780471703594: Consumer-Centric Category Management : How to Increase Profits by Managing Categories based on Consumer Needs

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. In still others, particularly in developed countries like the U.S., the U.K., and others, refinements are being made – most of them designed to place consumer understanding front and center.

New ideas are emerging – from "trip management" to "aisle management" to "customer management." Whether a new descriptor emerges to replace "category management" is yet to be seen. Even if that does happen, what won’t change is the overall objective – 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.

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From the Back Cover:

New Strategies and Cutting-Edge Practices in Category Management

When category management first appeared, it turned marketing basics into an organized eight-step process that helped retailers and manufacturers sell products more efficiently and effectively. But over the years, many marketers—obsessed with the bottom line—have forgotten that the key to sales success lies in knowing the consumer. This book demonstrates how today's leading category management practitioners put the consumer first. The book also applies powerful new insights to category management basics.

From initial planning to pricing, promotion, and supply chain management, every aspect of category management is covered, including guidance on how to implement category plans effectively and keep them on track. Plus, the classic eight-step process that forms the foundation of successful category management is reviewed in detail, showing marketers the latest methods of implementation for today's consumer marketplace.

From the Inside Flap:

In recent years, new technologies, new approaches, and new research have significantly al-tered the category management landscape.

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. You'll learn how they use category management to succeed and how you can apply their success to your own efforts.

Arguing that category managerstoo often neglect the most important part of the equation—the consumer—this indispensable guide helps marketers keep up with the evolution of category management without abandoning the proven basics. Marketers who want to win in today's cutthroat marketplace should start here.

"Sobre este título" puede pertenecer a otra edición de este libro.

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Nielsen, A. C.
Editorial: John Wiley and Sons Ltd (2005)
ISBN 10: 0471703591 ISBN 13: 9780471703594
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Descripción John Wiley and Sons Ltd, 2005. HRD. Estado de conservación: New. New Book.Shipped from US within 10 to 14 business days.THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Nº de ref. de la librería IP-9780471703594

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Descripción John Wiley and Sons Ltd, United States, 2005. Hardback. Estado de conservación: New. 1. Auflage. Language: English . Brand New Book. 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. In still others, particularly in developed countries like the U.S., the U.K., and others, refinements are being made - most of them designed to place consumer understanding front and center. New ideas are emerging - from trip management to aisle management to customer management. Whether a new descriptor emerges to replace category management is yet to be seen. Even if that does happen, what won t change is the overall objective - 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. Nº de ref. de la librería AAH9780471703594

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Acnielsen, John Karolefski, Al Heller
Editorial: John Wiley and Sons Ltd, United States (2005)
ISBN 10: 0471703591 ISBN 13: 9780471703594
Nuevos Tapa dura Primera edición Cantidad: 1
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Descripción John Wiley and Sons Ltd, United States, 2005. Hardback. Estado de conservación: New. 1. Auflage. Language: English . Brand New Book. 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. In still others, particularly in developed countries like the U.S., the U.K., and others, refinements are being made - most of them designed to place consumer understanding front and center. New ideas are emerging - from trip management to aisle management to customer management. Whether a new descriptor emerges to replace category management is yet to be seen. Even if that does happen, what won t change is the overall objective - 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. Nº de ref. de la librería AAH9780471703594

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John Karolefski (co-author), Al Heller (author)
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ISBN 10: 0471703591 ISBN 13: 9780471703594
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Descripción Wiley 2005-11-01, Hoboken, N.J. :|Chichester, 2005. hardback. Estado de conservación: New. Nº de ref. de la librería 9780471703594

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