Consumer-Centric Category Management

Some management publications slump into excessive conceptual theories, meaningless acronyms, or pointless detail that serve only to turn off the novice, while failing to add tangible value to those seeking to enhance existing expertise. ACNielson's "Consumer-Centric Category Management" is not one of these publications. The book is well structured, guiding the reader, in plain concise English, through the key A - Z stages, techniques, benefits and risks associated with the category management. Like me, I'm sure you'll find in every chapter practical ideas you'll be keen to try out.

if you are not a retail guru, but if you're an executive involved with retail, fast moving consumer goods, shopper understanding, category management, trade promotions, and so on, you must read it. It's clear, ordered, easy to read, and best of all is edited by ACNielsen, wich is the global leader in FMCG information. At the end of your reading you'll understand the importance of shoppers in the FMCG business, wich is the functionallity of decision trees, what's next beyond category management (trip management). Why is so important to understand shopper's behavior to achieve succesful exhibits and boost your sales.

This is an excellent book for anyone involved in Category Management, seasoned pros and newbies alike. It is not surprising to see of the companies and people involved in this book. It's disappointing to get through it and not hear from some of the great companies doing great work today. More people should share what they're doing. The authors take great care to list the different tools used by each company. Kind in mind who who sponsored the book and realize that their are other tools at work in this industry. Mark it up and keep it around. It has a great index and will serve as a good reference tool.