New Strategies and Cutting-Edge Practices in Category Management 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.
