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.
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