Category Management

product ranging training and coaching

Make Shopper-Centric Product ranging Decisions if you want to win at retail

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“And I want 100% distribution”. Ever heard that in a brand marketer’s presentation to the sales team? Yeah – me too. Way too often. Ever had those panic meetings with marketers who have just been told that one of their SKUs is being delisted by a major retailer? Where they suddenly throw everything at some […]

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Does Shopper Marketing Mean The End Of Category Management?

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engage’s Toby Desforges recently wrote a popular article on his blog about whether shopper marketing means the end of category management. The post, slightly controversial as it was, has generated widespread comments on our social profiles. In this blog post, Toby refers to a conversation he had with Dr. Brian Harris while researching for this

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