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Informationen zum Autor 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 . Klappentext 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. Zusammenfassung 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. Inhaltsverzeichnis Chapter 0 Introduction-Why Category Management Is More Important Than Ever 1 Part I In the Beginning-the Purpose of Category Management Chapter 1 The Evolution of Category Management and the New State of the Art 13 Chapter 2 Category Management Begins with the Retailer's Strategy 33 Part II The Eight Foundational Steps of Category Management Chapter 3 Step One: Define the Category Based on the Needs of Your Target Market 67 Chapter 4 Step Two: Assign a Role to the Category That Best Supports the Retailer's Strategy 77 Chapter 5 Step Three: Assess the Category to Find Opportunities for Improvement 95 Chapter 6 Step Four: Set Performance Targets and Measure Progress with a Category Scorecard 111 Chapter 7 Step Five: Create a Marketing Strategy for the Category 123 Chapter 8 Step Six: Choose Tactics for Category Assortment, Pricing, Promotion, Merchandising, and Supply Chain Management 133 Chapter 9 Step Seve...
