The concept of Category Management has been around for some time now, but it has never been a precise discipline. Even with the abundance of data and technology available today, many CPG companies struggle to develop effective Category Management strategies.
The reason? Many companies overlook essential data when they develop traditional, "siloed" plans for their various categories, viewing categories as stand-alone groups of products. This line of thinking ignores how shoppers behave outside a category—and why they shop in a particular way.
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Sunday, February 3, 2008
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