000			02062nam a2200289Ia 4500
001			1352
008			230305s2006 xx 000 0 und d
020			_a9780471703594
040			_cTBS
041			_aeng
245		0	_aConsumer-centric category management
260			_bWiley, _c2006
300			_axi + 356 p. ; 24 cm
500			_ahow to increase profits by managing categories based on cosumer needs
520			_aIn 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. ;
630			_aHD INDUSTRIES. LAND USE. LABOR _937
650		0	_aRetail trade _xManagement _96295
650		0	_aConsumers _xPsychology _97445
700			_aHeller, Al _eAuthor _97250
700			_aACNielsen, _eAuthor
700			_aKarolefski, John _eAuthor _97252
856			_uhttps://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
902			_a408
905			_am
942			_a1 _2ddc
999			_c1358 _d1358