Consumer-centric Category Management: How to Increase Profits by Managing Categories Based on Consumer Needs - Couverture rigide

ACNielsen; Heller, Al

Couverture rigide

ISBN 10 : 0471703591 ISBN 13 : 9780471703594

Editeur : John Wiley & Sons Inc, 2005

Synopsis

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.

A propos du livre

Quatrième de couverture :

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.

Biographie de l'auteur :

ACNielsen, a VNU business, is the world′s leading marketing information provider. Offering services in more than 100 coun–tries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior.

JOHN KAROLESKI is Editor of an e–magazine called CPGmatters.com. It covers in–store marketing and category management. He is the coauthor of two books, Target 2000: The Rising Tide of TechnoMarketing and All About Sampling. He was formerly senior editor of Supermarket News and editor in chief of Brand Marketing.

AL HELLER, President of Dis–tinct Communications, LLC, is the author of numerous consumer packaged goods industry studies and three books. He was formerly editor in chief of Nonfoods Merchandising and Supermarket HQ Quarterly, and executive editor of Drug Store News.

À propos de cette édition

• Éditeur: John Wiley & Sons Inc
• Date d'édition: 2005
• ISBN 10: 0471703591
• ISBN 13: 9780471703594
• Reliure: Relié
• Nombre de pages: 368