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· 분류 : 외국도서 > 경제경영 > 관리
· ISBN : 9780471703594
· 쪽수 : 368쪽
· 출판일 : 2005-11-01
목차
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.
