Consumer-Centric Category Management : How to Increase Profits by Managing Categories Based on Consumer Needs

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.