The category management revolution

Date of publication: June 15, 1993

Company: Nielsen

Abstract:

Category Management represents a very significant new phase in the development of retail marketing & retailer/manufacturer relationships. It offers tangible benefits, and its potential is apparent to leading retailers and manufacturers alike. Very importantly, it does not require a perfect world. The companies which are gaining most from Category Management are those who are prepared to work in a practical way with the resources which are already available to them, whilst building over time the strategies they need for the future.

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