Category Management FROM THE PUBLISHER
Published with the world's leading marketing authority, Nielson Marketing Research, this landmark book explains an important new marketing concept—category management. The book leads readers through the process of setting up and implementing a category management strategy, using examples and illustrations that are the result of solid research. "This book is a confirmation of our experience with category management. As the book suggests, and based on our own experience, we are more consumer focused. Being more consumer focused means we are better able to follow market developments and share more useful information with our suppiers to mutual benefit." — J.G. Bruijniks Albert Heijn b.v. "Category management is an essential component of doing business in the 90s. Nielson's Category Management Book gave our members a blueprint to better understand these issues." — Richard Cooper United Dairy Industry Association "Category management is not another new buzz word, nor is it something that is just nice to do for business. Rather, it is a strategic imperative if you plan to remain in business. This book is the first step in beginning the process." — Fred J. Lewis The Quaker Oats Company
SYNOPSIS
Sometimes a marketing idea comes along that is perfectly in tune with its time. It addresses an important need, dovetails with new technology, and promises to improve the bottom line. Soon, it becomes a standard way of doing business. Today, manufacturers and retailers competing in a new era are beginning to recognize the long-term potential of another fledgling marketing idea. It's called "category management;" and it reflects the changes that have made the consumer packaged goods marketplace of the 1990s more complex than ever. What exactly is category management? Boiled down to basics, category management is a process that involves managing product categories as business units and customizing them on a store-by-store basis to satisfy customer needs. Rooted in the belief that today's new product explosion has made strategic management by department too unfocused, category management transforms retail "buyers" and manufacturer "sellers" into entrepreneurs, each responsible for a small business within a larger enterprise. Developed by the world's leading marketing authority, Nielsen Marketing Research, this book explains how category management works and provides marketers with strategies for implementing successful category management solutions.
FROM THE CRITICS
Booknews
Published in conjunction with Nielsen Marketing Research and the American Marketing Association, this blueprint for doing business in today's changing marketplace packages as category management the process of managing product categories as business units and customizing them on a store-by-store basis to satisfy customer needs. A new twist is Nielsen's development of software to implement such customized retail marketing strategies. Annotation c. by Book News, Inc., Portland, Or.
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