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9780471703594

Customer-Centric Category Management How to Increase Profits by Managing Categories Based on Consumer Needs

Customer-Centric Category Management How to Increase Profits by Managing Categories Based on Consumer Needs
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  • ISBN-13: 9780471703594
  • ISBN: 0471703591
  • Publication Date: 2005
  • Publisher: John Wiley & Sons Inc

AUTHOR

Karolefski, John, Heller, Al, ACNielsen Staff

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SUMMARY

New Strategies and Cutting-Edge Practices in Category ManagementWhen 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.From 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.Karolefski, John is the author of 'Customer-Centric Category Management How to Increase Profits by Managing Categories Based on Consumer Needs', published 2005 under ISBN 9780471703594 and ISBN 0471703591.

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