{"product_id":"consumer-centric-category-management-isbn-9780471703594","title":"Consumer-Centric Category Management","description":"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 1980’s 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.  \u003cp\u003eNew 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 won’t 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.\u003c\/p\u003e \u003cp\u003eThis 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 \u003ci\u003ethink\u003c\/i\u003e and \u003ci\u003emake decisions\u003c\/i\u003e about their businesses, no matter what information and information technology they have access to.\u003c\/p\u003e \u003cp\u003eChapter 0 Introduction—Why Category Management Is More Important Than Ever 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I In the Beginning—the Purpose of Category Management\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 The Evolution of Category Management and the New State of the Art 13\u003c\/p\u003e \u003cp\u003eChapter 2 Category Management Begins with the Retailer’s Strategy 33\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II The Eight Foundational Steps of Category Management\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 3 Step One: Define the Category Based on the Needs of Your Target Market 67\u003c\/p\u003e \u003cp\u003eChapter 4 Step Two: Assign a Role to the Category That Best Supports the Retailer’s Strategy 77\u003c\/p\u003e \u003cp\u003eChapter 5 Step Three: Assess the Category to Find Opportunities for Improvement 95\u003c\/p\u003e \u003cp\u003eChapter 6 Step Four: Set Performance Targets and Measure Progress with a Category Scorecard 111\u003c\/p\u003e \u003cp\u003eChapter 7 Step Five: Create a Marketing Strategy for the Category 123\u003c\/p\u003e \u003cp\u003eChapter 8 Step Six: Choose Tactics for Category Assortment, Pricing, Promotion, Merchandising, and Supply Chain Management 133\u003c\/p\u003e \u003cp\u003eChapter 9 Step Seven: Roll Out the Plan 165\u003c\/p\u003e \u003cp\u003eChapter 10 Step Eight: Review the Category’s Performance Regularly and Make Adjustments as Needed 173\u003c\/p\u003e \u003cp\u003eChapter 11 Bringing the Consumer into Category Management—A New Take on the Eight Steps 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Category Management Success Stories\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 12 General Mills—Going Beyond the Categories 201\u003c\/p\u003e \u003cp\u003eChapter 13 Big Y—Focusing on Implementation 207\u003c\/p\u003e \u003cp\u003eChapter 14 SUPERVALU—The Last Three Feet of Category Management 217\u003c\/p\u003e \u003cp\u003eChapter 15 CROSSMARK—Just the Facts 241\u003c\/p\u003e \u003cp\u003eChapter 16 Acosta—Multiplying the Impact of Category Management 251\u003c\/p\u003e \u003cp\u003eChapter 17 Chiquita—Extending Category Management to Perishables 259\u003c\/p\u003e \u003cp\u003eChapter 18 The Hershey Company—Linking Consumer Insights and Customer Strategy 275\u003c\/p\u003e \u003cp\u003eChapter 19 Miller Brewing—Tapping Category Management for Competitive Advantage 285\u003c\/p\u003e \u003cp\u003eChapter 20 Hewlett-Packard—Taking Category Management beyond Traditional CPG 295\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV The Way Forward\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 21 Lessons Learned from the Real World 303\u003c\/p\u003e \u003cp\u003eChapter 22 Proactive Category Management 309\u003cbr\u003e \u003ci\u003eShan Kumar\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 23 Linking Category Management and Loyalty Marketing 319\u003cbr\u003e \u003ci\u003eGlenn Hausfater\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 24 The New Category Management Emerges 335\u003cbr\u003e \u003ci\u003eDirk Seifert\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAcknowledgments 343\u003c\/p\u003e \u003cp\u003eIndex 347\u003c\/p\u003e \"It provides an insight into how they [companies such as Hershey and Hewlett-Packard] have used category management to succeed and how to apply their methods in your own organisation.\" (\u003ci\u003eSupply Management,\u003c\/i\u003e April 2006)  \u003cb\u003eACNielsen\u003c\/b\u003e, 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.  \u003cp\u003e\u003cb\u003eJOHN KAROLESKI\u003c\/b\u003e is Editor of an e-magazine called CPGmatters.com. It covers in-store marketing and category management. He is the coauthor of two books, \u003ci\u003eTarget 2000: The Rising Tide of TechnoMarketing\u003c\/i\u003e and \u003ci\u003eAll About Sampling\u003c\/i\u003e. He was formerly senior editor of Supermarket News and editor in chief of Brand Marketing.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAL HELLER\u003c\/b\u003e, 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 \u003ci\u003eNonfoods Merchandising and Supermarket HQ Quarterly\u003c\/i\u003e, and executive editor of \u003ci\u003eDrug Store News\u003c\/i\u003e.\u003c\/p\u003e  In recent years, new technologies, new approaches, and new research have significantly al-tered the category management landscape.  \u003cp\u003eIn addition to a comprehensive review of the discipline, Consumer-Centric Category Management offers guidance in the form of real success stories from top brands like General Mills, Chiquita, Hershey, and Hewlett-Packard. You'll learn how they use category management to succeed and how you can apply their success to your own efforts.\u003c\/p\u003e \u003cp\u003eArguing that category managerstoo often neglect the most important part of the equation—the consumer—this indispensable guide helps marketers keep up with the evolution of category management without abandoning the proven basics. Marketers who want to win in today's cutthroat marketplace should start here.\u003c\/p\u003e  \u003cb\u003eNew Strategies and Cutting-Edge Practices in Category Management\u003c\/b\u003e  \u003cp\u003eWhen 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.\u003c\/p\u003e \u003cp\u003eFrom 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988979532005,"sku":"NP9780471703594","price":60.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471703594.jpg?v=1761782294","url":"https:\/\/k12savings.com\/products\/consumer-centric-category-management-isbn-9780471703594","provider":"K12savings","version":"1.0","type":"link"}