by ACNielsen, Al Heller · John Wiley & Sons · tapa dura · ISBN 9780471703594
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«Consumer-Centric Category Management» is the category management handbook by ACNielsen and Al Heller (John Wiley & Sons, hardcover, 368 pages, in English).
It analyzes the evolution of category management, from the classic eight-step process to consumer-centric approaches. It presents concepts such as trip-, aisle- or customer-based management, and argues that retailers and manufacturers achieve results by selecting, merchandising and promoting products based on a complete understanding of consumer needs.
Subtitle: How to Increase Profits by Managing Categories based on Consumer Needs. The work originally appeared in 2005; the 2014 edition was published on June 9.
Aimed at retail professionals and managers interested in category management and consumer-oriented commercial decisions.
