Consumer-Centric Category Management: How to Increase Profits by Managing Categories Based on Consumer Needs

In recent years, new technologies, new approaches, and new research have significantly al-tered the category management landscape.

In addition to a comprehensive review of the discipline, Consumer-Centric Category Management offers guidance in the form of real success stories from top brands like General Mills, Chiquita, Hershey, and Hewlett-Packard. You'll learn how they use category management to succeed and how you can apply their success to your own efforts.

Arguing that category managers...