Category Management: a matter of joint optimisation 3
Chapter 1. Why studying category management 4
1.1 General introduction 4
1.2 Research design and methodology 4
Chapter 2. Defining category management 5
2.1 Category management defined in theory 5
2.2 Category management defined in the field 11
2.3 An attempt to conceptualise 13
Chapter 3. Category management in more detail 14
3.1 How to define and position categories 14
3.2 Why and how to change the organisational structure 16
3.3 How to make category analyses 18
3.4 How to draft category plans 21
Chapter 4. Category management versus supply chain management 22
4.1 Introduction 22
4.2 Flow of goods 22
4.3 Flow of information 25
4.4 The use of EDI-technology 26
Capter 5. Manufacturer's category management 27
5.1 Introduction 27
5.2 How to define a category 27
5.3 Managing categories 30
5.4 Managing the interface between retailer and manufacturer 37
Chapter 6.
English: Supply and demand network Deutsch: Liefer...
Logistics versus Supply Chain
Cover of Supply Chain Management ReviewRetailer's category management 39
6.1 How to define a category 39
6.2 Managing categories 41
6.3 Managing the interface between retailer and manufacturer 44
Chapter 7. Conclusions and further research. 46
7.1 Conclusions 46
7.2 Retailer's category management 46
7.2.1 What is category management to the retailer? 46
7.2.2 How to define a category? 47
7.2.3 Managing categories 47
7.2.4 Managing the interface between supplier and retailer 48
7.2.5 Overall conclusions 49
7.3 Manufacturer's category management. 49
7.3.1 What is category management to the manufacturer? 49
7.3.2 How to define a category 50
7.3.3 Managing categories 50
7.3.4 Managing the interface between manufacturer and retailer. 51
7.3.5 Overall conclusions 51
7.4 Further research 51
Literature 51
Notes 52
é G.J. Verra, August 1997. Please consult the author before citing.
Category Management: a matter of joint optimisation
Dr.ir. drs. G.J. Verra
Associate professor in the field of Marketing...