Supporting the Category Management Challenge: How Research Can Contribute

This paper examines the concept of Category Management in retail markets and discusses the way research can be used to help both suppliers and retailers.
  

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...

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