Product Category Management Issues

Article English OPEN
Żukowska, Joanna (2011)
  • Publisher: UE Kraków
  • Subject: merchandising | management | category | product

The purpose of the paper is to present the issues related to category management. It includes the overview of category management definitions and the correct process of exercising it. Moreover, attention is paid to the advantages of brand management, the benefits the supplier and retailer may obtain in this way. The risk element related to this topics is also presented herein. Joanna Żukowska
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