TY  - BOOK
AU  - Heller, Al
AU  - ACNielsen,
AU  - Karolefski, John
TI  - Consumer-centric category management
SN  - 9780471703594
PY  - 2006///
PB  - Wiley
KW  - HD INDUSTRIES. LAND USE. LABOR
KW  - Retail trade
KW  - Management
KW  - Consumers
KW  - Psychology
N1  - how to increase profits by managing categories based on cosumer needs
N2  - 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.  ;
UR  - https://books.google.es/books?id=y3jtvP9Ln1gC&printsec=frontcover&dq=consumer-centric+category+management&hl=ca&sa=X&ei=X0XaVK2LK8yBUbDmgrAF&ved=0CB4Q6AEwAA#v=onepage&q=consumer-centric%20category%20management&f=false
ER  -