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Word Count: 9,047
Category Management a matter of joint optimisation3 Chapter 1 Why studying category management4 11 General introduction4 12 Research design and methodology4 Chapter 2 Defining category management5 21 Category management defined in theory5 22 Category management defined in the field11 23 An attempt to conceptualise13 Chapter 3 Category management in more detail14 31 How to define and position categories14 32 Why and how to change the organisational structure16 33 How to make category analyses18 34 How to draft category plans21 Chapter 4 Category management versus supply chain management22 41 Introduction22 42 Flow of goods22 43 Flow of information25 44 The use of EDI-technology26 Capter 5 Manufacturers category management27 51 Introduction27 52 How to define a category27 53 Managing categories30 54 Managing the interface between retailer and manufacturer37 Chapter 6 Retailers category management39 61 How to define a category39 62 Managing categories41 63 Managing the interface between retailer and manufacturer44 Chapter 7 Conclusions and further research46 71 Conclusions46 72 Retailers category management46 721 What is category management to the retailer46 722 How to define a category47 723 Managing categories47 724 Managing the interface between supplier and retailer48 725 Overall conclusions49 73 Manufacturers category management49 731 What is category management to the manufacturer49 732 How to define a category50 733 Managing categories50 734 Managing the interface between manufacturer and retailer51 735 Overall conclusions51 74 Further research51 Literature51 Notes52 GJ Verra August 1997 Please consult the author before citing Category Management a matter of joint optimisation Drir drs GJ Verra Associate professor in the field of Marketing at Nijenrode University - The Netherlands Business School Adress Straatweg 25 3621 BG Breukelen Email verranijenrodenl Summary This article gives an overview of the recent developments in category management The article is the result of a study carried out in 1995 In this study 13 companies were willing to share information The study led to a better understanding
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