UID:
almafu_9959328972902883
Format:
1 online resource (xi, 356 pages) :
,
illustrations
ISBN:
9781119201632
,
1119201632
,
0471785172
,
9780471785170
Content:
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.
Note:
Includes index.
,
Introduction -- why category management is more important than ever --
,
The evolution of category management and the new state of the art --
,
Category management begins with the retailer's strategy --
,
Step one : define the category based on the needs of your target market --
,
Step two : assign a role to the category that best supports the retailer's strategy --
,
Step three : assess the category to find opportunities for improvement --
,
Step four : set performance targets and measure progress with a category scorecard --
,
Step five : create a marketing strategy for the category --
,
Step six : choose tactics for category assortment, pricing, promotion, merchandising, and supply chain management.
Additional Edition:
Print version: A.C. Nielsen Company. Consumer-centric category management. Hoboken, N.J. : John Wiley & Sons, ©2006 ISBN 0471703591
Language:
English
Keywords:
Electronic books.
;
Electronic books.
;
Electronic books.
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119201632
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119201632
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119201632
