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　　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.

New ideas are emerging – from "trip management" to "aisle

management" to "customer management." Whether a new de*or

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.

This 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 think and make decisions about their

businesses, no matter what information and information technology

they have access to.

Chapter 0: Introduction—Why Category Management Is More

Important Than Ever.

PART I: IN THE BEGINNING—THE PURPOSE OF CATEGORY MANAGEMENT.

Chapter 1: The Evolution of Category Management and the New State

of the Art.

Chapter 2: Category Management Begins with the Retailer’s

Strategy.

PART II: THE EIGHT FOUNDATIONAL STEPS OF CATEGORY MANAGEMENT.

Chapter 3: Step One: Define the Category Based on the Needs of Your

Target Market.

Chapter 4: Step Two: Assign a Role to the Category That Best

Supports the Retailer’s Strategy.

Chapter 5: Step Three: Assess the Category to Find Opportunities

for Improvement.

Chapter 6: Step Four: Set Performance Targets and Measure Progress

with a Category Scorecard.

Chapter 7: Step Five: Create a Marketing Strategy for the

Category.

Chapter 8: Step Six: Choose Tactics for Category Assortment,

Pricing, Promotion, Merchandising, and Supply Chain

Management.

Chapter 9: Step Seven: Roll Out the Plan.

Chapter 10: Step Eight: Review the Category’s Performance Regularly

and Make Adjustments as Needed.

Chapter 11: Bringing the Consumer into Category Management—A New

Take on the Eight Steps.

PART: III: CATEGORY MANAGEMENT SUCCESS STORIES.

Chapter 12: General Mills—Going Beyond the Categories.

Chapter 13: Big Y—Focusing on Implementation.

Chapter 14: SUPERVALU—The Last Three Feet of Category

Management.

Chapter 15: CROSSMARK—Just the Facts.

Chapter 16: Acosta—Multiplying the Impact of Category

Management.

Chapter 17: Chiquita—Extending Category Management to

Perishables.

Chapter 18: The Hershey Company—Linking Consumer Insights and

Customer Strategy.

Chapter 19: Miller Brewing—Tapping Category Management for

Competitive Advantage.

Chapter 20: Hewlett-Packard—Taking Category Management beyond

Traditional CPG.

PART IV: THE WAY FORWARD.

Chapter 21: Lessons Learned from the Real World.

Chapter 22: Proactive Category Management (Shan Kumar).

Chapter 23: Linking Category Management and Loyalty Marketing

(Glenn Hausfater).

Chapter 24: The New Category Management Emerges (Dirk

Seifert).

Acknowledgments.

Index.

　　ACNielsen, 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.

　　JOHN KAROLESKI is Editor of an e-magazine called CPGmatters.com.

It covers in-store marketing and category management. He is the

coauthor of two books, Target 2000: The Rising Tide of

TechnoMarketing and All About Sampling. He was formerly senior

editor of Supermarket News and editor in chief of Brand

Marketing.

　　AL HELLER, 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 Nonfoods

Merchandising and Supermarket HQ Quarterly, and executive editor of

Drug Store News.

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媒体评论

　　"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."

(

Supply Management,

April 2006)

书籍介绍

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. New 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. This 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 think and make decisions about their businesses, no matter what information and information technology they have access to.