Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Sep11-Article6-The Structured Frame Of Category Management For Optimization Of Retail Business
- Price : 80.00
- Published on September 1, 2011
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Since the industrial revolution in the early 19th century, we have touched the milestone of modernism. And from early modernism to post modernity, industries have gradually moved towards consumers’ needs and wishes. Nowadays, consumers deserve to have things as per their wishes. It means that mass marketing is replaced by mass customization. To achieve the goal of mass customization, the supplier and retailer need to contribute their efforts to understand consumer needs. In this paradigm, Category management became the key player for changing the role of supplier and retailer. In 1990s, Wal-Mart successfully applied this new theory for bringing its supercenter format, which converted retailer’s general merchandise store into a full-line grocery store under a single roof. In the present paper, the author has shown how retailers and suppliers can adopt the category management business process to avail the full benefits from it.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.