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Consumer-centric Category Management : How to Increase Profits by Managing Categories Based on Consumer Needs (Hardcover)

Author: Nielsen, A. C.

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New Strategies and Cutting-Edge Practices in Category Management

When category management first appeared, it turned marketing basics into an organized eight-step process that helped retailers and manufacturers sell products more efficiently and effectively. But over the years, many marketers--obsessed with the bottom line--have forgotten that the key to sales success lies in knowing the consumer. This book demonstrates how today''s leading category management practitioners put the consumer first. The book also applies powerful new insights to category management basics.

From initial planning to pricing, promotion, and supply chain management, every aspect of category management is covered, including guidance on how to implement category plans effectively and keep them on track. Plus, the classic eight-step process that forms the foundation of successful category management is reviewed in detail, showing marketers the latest methods of implementation for today''s consumer marketplace.


Publisher John Wiley & Sons Inc
Mfg Part# 9780471703594
SKU 202059402
Format Hardcover
ISBN10 0471703591
Release Date 4/10/2007
Product Attributes
eBooks Kobo
Book Format Hardcover
Number of Pages 0356
Publisher John Wiley & Sons
$66.18 + $2.75 shipping
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