Heller, Al
Consumer-Centric Category Management: How to Increase Profits by Managing Categories Based on Consumer Needs
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.
- Author(s)
- Heller, Al
- Karolefski, John
- Publisher
- John Wiley and Sons, Inc.
- Publication year
- 2006
- Language
- en
- Edition
- 1
- Page amount
- 368 pages
- Category
- Economy
- Format
- Ebook
- eISBN (ePUB)
- 9781118429105
- Printed ISBN
- 9780471703594