Consumer-Centric Category Management
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Consumer-Centric Category Management by Acnielsen
In 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.
"It provides an insight into how they [companies such as Hershey and Hewlett-Packard] have used category management to succeed and how to apply their methods in your own organisation" (Supply Management, April 2006)
ACNielsen, 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.
JOHN KAROLESKI is Editor of an e-magazine called CPGmatters.com. It covers in-store marketing and category management. He is the coauthor of two books, Target 2000: The Rising Tide of TechnoMarketing and All About Sampling. He was formerly senior editor of Supermarket News and editor in chief of Brand Marketing.
AL HELLER, 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 Nonfoods Merchandising and Supermarket HQ Quarterly, and executive editor of Drug Store News.
| SKU | Unavailable |
| ISBN 13 | 9780471703594 |
| ISBN 10 | 0471703591 |
| Title | Consumer-Centric Category Management |
| Author | Acnielsen |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | John Wiley & Sons Inc |
| Year published | 2005-12-29 |
| Number of pages | 368 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |