Category Management Yesterday, Today & Tomorrow – An ECR Community Review of current practices in Category Management 2020

Brian Harris, Senior Advisor
Luc Demeulenaere, Senior Advisor

“For over 30 years, Category Management has provided the business principles and methodology to ensure that retailers and manufacturers focus their marketing decisions on the consumer and shopper. Its ability to adapt to the dynamic changes that are continually shaping the industry has been a hallmark of its success. This report provides the roadmap and specific actions that retailers and manufacturers need to take to ensure that their Category Management capabilities continue to deliver maximum competitive advantage. It is a “must read’ for all senior managers, Category Management professionals and students interested in a career in consumer goods marketing.”