Consumer-centric category management : how to increase profits by managing categories based on consumer needs / AC Nielsen, with John Karolefski and Al Heller.

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Incluye índice.

Introduction : Why category management is more important than ever ; Part I. In the begginning the purpose of category management ; Chapter 1. The evolution of category management and the new state of the art ; Chapter 2. Category management begins with the retailer´s strategy ; Part II. The eight foundational steps of category management ; Chapter 3. Step one: define the category based on the needs of your target market ; Chapter 4. Step two: assing a role to the category that best supports the retailer´s strategy ; Chapter 5. Step three: assess the category to find opportunities for improvement ; Part III. category management success stories ; Part IV. The way forward.

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.