Sinopse

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.

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