{"product_id":"consumer-centric-category-management-hardcover","title":"Consumer-Centric Category Management - Hardcover","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eAcnielsen\u003c\/b\u003e (Author), \u003cb\u003eJohn Karolefski\u003c\/b\u003e (With), \u003cb\u003eAl Heller\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eIn 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. \u003c\/p\u003e\u003cp\u003eNew 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.\u003c\/p\u003e \u003cp\u003eThis 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 \u003ci\u003ethink\u003c\/i\u003e and \u003ci\u003emake decisions\u003c\/i\u003e about their businesses, no matter what information and information technology they have access to.\u003c\/p\u003e\u003ch3\u003eFront Jacket\u003c\/h3\u003e\u003cp\u003eIn recent years, new technologies, new approaches, and new research have significantly al-tered the category management landscape. \u003c\/p\u003e\u003cp\u003eIn addition to a comprehensive review of the discipline, Consumer-Centric Category Management offers guidance in the form of real success stories from top brands like General Mills, Chiquita, Hershey, and Hewlett-Packard. You'll learn how they use category management to succeed and how you can apply their success to your own efforts.\u003c\/p\u003e \u003cp\u003eArguing that category managerstoo often neglect the most important part of the equation--the consumer--this indispensable guide helps marketers keep up with the evolution of category management without abandoning the proven basics. Marketers who want to win in today's cutthroat marketplace should start here.\u003c\/p\u003e\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003e\u003cb\u003eNew Strategies and Cutting-Edge Practices in Category Management\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eWhen 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.\u003c\/p\u003e \u003cp\u003eFrom 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.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003cb\u003eACNielsen\u003c\/b\u003e, 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eJOHN KAROLESKI\u003c\/b\u003e is Editor of an e-magazine called CPGmatters.com. It covers in-store marketing and category management. He is the coauthor of two books, \u003ci\u003eTarget 2000: The Rising Tide of TechnoMarketing\u003c\/i\u003e and \u003ci\u003eAll About Sampling\u003c\/i\u003e. He was formerly senior editor of Supermarket News and editor in chief of Brand Marketing.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAL HELLER\u003c\/b\u003e, 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 \u003ci\u003eNonfoods Merchandising and Supermarket HQ Quarterly\u003c\/i\u003e, and executive editor of \u003ci\u003eDrug Store News\u003c\/i\u003e.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 368\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 1 x 9.1 x 6.2 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e November 01, 2005\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":45423208595558,"sku":"9780471703594","price":96.86,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0599\/7255\/0758\/files\/c2NyOWxIWlJzUGpUM1A4cUo1aU1HZz09.webp?v=1775573431","url":"https:\/\/infinitylightwa.com\/products\/consumer-centric-category-management-hardcover","provider":"Infinity Light","version":"1.0","type":"link"}