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Research papers

Category management and effective consumer response

As we know, all that has changed and we now have a very cautious, discerning and rational shopper. The push economy has finally become the pull economy. Just as marketing has become a business term, category management is becoming the business term...

Catalogue: Seminar 1997: The Changing Retail Scene
Authors: Bob Qureshi, Jenny Baker
June 15, 1997

Research papers

Developing new panel services for retailers

This paper describes how consumer panels in Great Britain have been developed in recent years to provide a wide range of services that are of specific relevance to grocery retailers. The paper will go on to describe in more detail three new services...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions
Author: Allan Breese
Company: KANTAR TNS Malaysia
February 1, 1997

Research papers

Turning swords into plough shares

Category Management is essentially a partnership between retailers and suppliers, leading to the manufacturer driving a category through the retailer's stores rather than an individual brand. Manufacturers share information with retailers to help...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Danielle Pinnington, Maureen Johnson
September 1, 1996

Research papers

The category management revolution

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....

Catalogue: Seminar 1993: Maximising Retail Sales In Recession
Author: Colin Buckingham
Company: Nielsen
June 15, 1993