In 1992, Category Management, Positioning Your Organization to Win, was written by ACNielsen (then Nielsen Marketing Research) and published by NTC Business Books. Much has changed since then. New technologies, new approaches, new perspectives have significantly altered the category management landscape, leading to the need for a new book on the topic. Historically, category management has been a process in which product categories are managed as business units. For example, a supermarkets carbonated beverages department would be managed as a small business within the larger store. Somewhere along the way, however, category management practitioners became so focused on the numbersprice points, margins, turn rates, etc.that the consumer got edged out of their equations. Today, category management is evolving into shopper management. This new book will reflect that much-needed change, focusing on using categories to target the right shopper segments to ensure the long-term health of a retailers shopper base in support of its strategic plan.
Book Details:
- Author: John ACNielsen
- ISBN: 9780470353783
- Year Published: 2006
- Pages: 368
- BISAC: BUS019000, BUSINESS & ECONOMICS/Decision-Making & Problem Solving
About the Book and Topic:
In 1992, Category Management, Positioning Your Organization to Win, was written by ACNielsen (then Nielsen Marketing Research) and published by NTC Business Books. Much has changed since then. New technologies, new approaches, new perspectives have significantly altered the category management landscape, leading to the need for a new book on the topic. Historically, category management has been a process in which product categories are managed as business units. For example, a supermarkets carbonated beverages department would be managed as a small business within the larger store. Somewhere along the way, however, category management practitioners became so focused on the numbersprice points, margins, turn rates, etc.that the consumer got edged out of their equations. Today, category management is evolving into shopper management. This new book will reflect that much-needed change, focusing on using categories to target the right shopper segments to ensure the long-term health of a retailers shopper base in support of its strategic plan.
ACNielson is sponsoring the book and will use it extensively in its own marketing efforts. ACNielson is the worlds leading marketing information company. Book will be promoted through the monthly Facts, Figures s quarterly Consumer Insight magazine which is mailed to over 10,000 consumer packaged goods executives. ACNielsen and sister company executives speak at many industry conferences each year, in which there are opportunities to mention publications such as this book and to sell books on site. ACNielsen, and several sister companies, and partner companies will all contribute case studies with the help of their many manufacturer and retail clients. These will all likely bulk buyers of the book. ACNielsens parent company, VNU, owns numerous trade magazines, including several focused on the consumer packaged goods industry such as Progressive Grocer, Retail Merchandiser, Convenience Store News, Beverage Aisle, and Beverage World. They have already been approached and have verbally agreed to run excerpts from the book as it nears its completion. ACNielsen is aligned with Phil Lempert, a noted authority in food trends (he is national food trends correspondent for the NBC Today Show and is frequently quoted in USA Today and other publications) and the consumer packaged goods industry (his Web site, www.supermarketguru.com, receives over 3 million hits each month. His site, media work, and frequent industry presentations may be utilized to further promote this book. Academic adoption potential in universities with concentrations in retail management. Professors at leading retail-focused universities are being recruited as contributors to the book project, with the objective of including three to five such professors. ACNielson has a $40,000 budget for the book (estimates buying 2600 copies at 65% discount)
About the Author
ACNielsen, a VNU business, is the world’s leading marketing information company. Offering services in more than 100 countries, the company provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen’s market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. ACNielsen executives will guide the development of the book, and facilitate the participation of sister companies, partner companies, clients, and members of the academic community. John Karolefski will serve as editor of the book, writing much of the content based on his interviews with subject matter experts and editing other contributions to give the book a consistent voice. He is president of Primary Communications and speaks about marketing and technology at industry conferences and writes frequently on these subjects for publications such as Supermarket News and Grocery Headquarters. He was formerly the senior editor of Supermarket News and the editor-in-chief of Brand Marketing, a magazine for CPG manufacturers that he founded. In the late 1990s, he and ACNielsen developed an awards program for excellence in category management. Past winners include: General Mills, Kraft, Unilever, Wegmans, H-E-B, Target, and Kroger. He has appeared on CNN and CBS Radio to discuss marketing issues. John Dr. Julie Gentry is an associate professor of marketing logistics at the Sam M. Walton College of Business, University of Arkansas. She has developed and taught courses such as, Managing Ideas, Products, and Services; Supply Chain Management, Global Logistics, International Transportation & Logistics, and Purchasing & Inventory Systems. She serves on the editorial board of the Journal of Business Logistics, and is the immediate past director of MBA programs at the Walton College of Business.