×


 x 

Shopping cart
Acnielsen - The Consumer-Centric Category Management - 9780471703594 - V9780471703594
Stock image for illustration purposes only - book cover, edition or condition may vary.

The Consumer-Centric Category Management

€ 77.42
FREE Delivery in Ireland
Description for The Consumer-Centric Category Management Hardcover. 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. Num Pages: 368 pages, Illustrations. BIC Classification: KJSM. Category: (P) Professional & Vocational. Dimension: 239 x 163 x 32. Weight in Grams: 654.
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.

Product Details

Format
Hardback
Publication date
2014
Publisher
John Wiley and Sons Ltd United States
Number of pages
368
Condition
New
Number of Pages
368
Place of Publication
New York, United States
ISBN
9780471703594
SKU
V9780471703594
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50

About Acnielsen
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.

Reviews for The Consumer-Centric Category Management
"It provides an insight into how they [companies such as Hershey and Hewlett-Packard] have used category management to succeed and how to apply their methods in your own organisation." (Supply Management, April 2006)

Goodreads reviews for The Consumer-Centric Category Management


Subscribe to our newsletter

News on special offers, signed editions & more!