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

Posted on 2010-03-15




Name:Consumer-Centric Category Management : How to Increase Profits by Managing Categories based on Consumer Needs
ASIN/ISBN:0471703591
Language:English
File size:9.2 Mb
Publish Date: 2005-12-07
ISBN: 0471703591
Pages: 368 pages
File Type: PDF
File Size: 9,2 MB
Other Info: Wiley
   Consumer-Centric Category Management : How to Increase Profits by Managing Categories based on Consumer Needs



More

ACNielsen "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 1980s 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 left.

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 wont change is the overall objective to help retailers and their manufacturer partners succeed by offering the left 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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