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ia/consumercentricc0000acni.pdf
Consumer-Centric Category Management : How to Increase Profits by Managing Categories Based on Consumer Needs 🔍
ACNielsen; Al Heller; John Karolefski John Wiley & Sons, Incorporated, John Wiley & Sons, Inc., Hoboken, N.J., 2006
英语 [en] · PDF · 13.2MB · 2006 · 📗 未知类型的图书 · 🚀/duxiu/ia · Save
描述
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 1980s forms the foundation of many companies approach to category management. In still others, particularly in developed countries like the U.S., the U.K., and others, refinements are being made most of them designed to place consumer understanding front and center. New ideas are emerging from "trip management" to "aisle management" to "customer management." Whether a new descriptor emerges to replace "category management" is yet to be seen. Even if that does happen, what wont change is the overall objective to help retailers and their manufacturer partners succeed by offering the right selection of products that are marketed and merchandised based on a complete understanding of the consumers they are committed to serving. This book, which explores both the state of and the state-of-the-art in category management, is for everyone with a vested interest in category management. It can serve such a broad audience because category management is about bringing a structured process to how executives think and make decisions about their businesses, no matter what information and information technology they have access to.
备选作者
John Karolefski; Al Heller; Julie Gentry; A.C. Nielsen Company
备选作者
AC Nielsen, with John Karolefski, Al Heller and Juile Gentry
备选作者
A.C. Nielsen Company; Karolefski, John; Heller, Al
备用出版商
Jossey-Bass, Incorporated Publishers
备用出版商
Hoboken, N.J.: John Wiley & Sons
备用出版商
WILEY COMPUTING Publisher
备用版本
United States, United States of America
备用版本
Hoboken, N.J, New Jersey, 2006
备用版本
December 7, 2005
备用版本
1, 2014-06-09
备用版本
1, US, 2014
备用描述
When 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.
备用描述
xi, 356 pages : 24 cm
Includes index
开源日期
2023-06-28
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