Consumer-centric category management
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 9780471703594
Item type | Current library | Call number | Status | Date due | Barcode |
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Book | TBS Barcelona Libre acceso | HF5429 ACN (Browse shelf(Opens below)) | Available | B04660 |
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HF5415.7 CLI Management de la distribution | HF5416.5 HUS Handbook on the Psychology of Pricing | HF5416.5 SMI Pricing strategy | HF5429 ACN Consumer-centric category management | HF5429 BER Retail management : a strategic approach | HF5429 CAS La franquicia (Franchising) | HF5429 DEA Merchandising, la revolución en el punto de venta |
In 1992, Category Management, Positioning Your Organization to Win, was written by ACNielsen (then Nielsen Marketing Research) and published by NTC Business Books._ Much has changed since then. New technologies, new approaches, new perspectives have significantly altered the category management landscape, leading to the need for a new book on the topic. ; Historically, category management has been a process in which product categories are managed as business units. For example, a supermarket's carbonated beverages department would be managed as a small business within the larger store. Somewhere along the way, however, category management practitioners became so focused on the numbers-price points, margins, turn rates, etc.-that the consumer got edged out of their equations._ Today, category management is evolving into shopper management._ This new book will reflect that much-needed change, focusing on using categories to target the "right" shopper segments to ensure the long-term health of a retailer's shopper base in support of its strategic plan. ;