Abstract:
It is our opinion that the category management initiative, as a whole, has not unfolded as we had expected 15 years ago. With the benefit of hindsight, it is unlikely that it would proceed in such a fairytale fashion. The road to adoption of category management and the successful application of marketing, sales and research along that road is fraught with obstacles and roadblocks. The purpose of this paper is to discuss those roadblocks, both attempting to identify their causes and propose solutions.
Research Papers
Can you reduce product assortment?
Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Stephen P. Needel
 
April 19, 2005
Research Papers
Can you reduce product assortment?
Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Stephen P. Needel
 
April 19, 2005
Research Papers
Advances in category management research
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Bill Bean, Stephen P. Needel
Company: PepsiCo
September 22, 2002
