Supporting the Category Management Challenge: Now Research Can Contribute
Maureen Johnson and Danielle PinningtonResearch International, UK
This paper follows in the theme of one written 18 months ago, which looked at the attitudes among suppliers and retailers towards Category Management (CM) in the UK. A lot has happened since then and the aim of this latest paper is to consider these changes and to look at the research that has been applied by Research International to help a wide variety of clients around the world in their CM efforts.
Attitudes to Category Management
CM continues to...