Consumer-Centric Management Hardcover - 2005 - 1st Edition
by Acnielsen; John Karolefski (With); Al Heller
Summary
First line
Bell's Family Markets was facing tough times.
From the rear cover
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.
From the jacket flap
In recent years, new technologies, new approaches, and new research have significantly al-tered the category management landscape.
In 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.
Arguing 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.
Details
- Title Consumer-Centric Management
- Author Acnielsen; John Karolefski (With); Al Heller
- Binding Hardcover
- Edition number 1st
- Edition 1
- Pages 368
- Volumes 1
- Language ENG
- Publisher Wiley, Hoboken, N.J
- Date 2005-11-01
- Illustrated Yes
- Features Dust Cover, Illustrated, Index, Table of Contents
- ISBN 9780471703594 / 0471703591
- Weight 1.45 lbs (0.66 kg)
- Dimensions 9.1 x 6.2 x 1 in (23.11 x 15.75 x 2.54 cm)
- Library of Congress subjects Retail trade - Management, Consumers' preferences
- Library of Congress Catalog Number 2005021556
- Dewey Decimal Code 658.78
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