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Consumer-centric category management : how to increase profits by managing categories based on consumer needs

Author: John Karolefski; Al Heller; A.C. Nielsen Company.
Publisher: Hoboken, N.J. : John Wiley & Sons, ©2006.
Edition/Format:   Print book : Biography : EnglishView all editions and formats
Summary:

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  Read more...

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Material Type: Biography, Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: John Karolefski; Al Heller; A.C. Nielsen Company.
ISBN: 0471703591 9780471703594
OCLC Number: 61228602
Notes: Includes index.
Description: xi, 356 pages : illustrations ; 24 cm
Contents: Introduction --
why category management is more important than ever --
Ch. 1. The evolution of category management and the new state of the art --
Ch. 2. Category management begins with the retailer's strategy --
Ch. 3. Step one : define the category based on the needs of your target market --
Ch. 4. Step two : assign a role to the category that best supports the retailer's strategy --
Ch. 5. Step three : assess the category to find opportunities for improvement --
Ch. 6. Step four : set performance targets and measure progress with a category scorecard --
Ch. 7. Step five : create a marketing strategy for the category --
Ch. 8. Step six : choose tactics for category assortment, pricing, promotion, merchandising, and supply chain management.
Responsibility: AC Nielsen, with John Karolefski and Al Heller.
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"... provides an insight into how ... companies ... have used category management to succeed ... how to apply their methods in your ... organisation." ( Supply Management, April 2006)

 
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