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Category management is entering an exciting phase of its evolution that could affect the way retailers and manufacturers work together. What's involved is redefining the role of the manufacturer as category captain.First, some background music. Category management for years has been considered a sophisticated and rather vague business technique. But everybody agreed that those who practiced category

Category management is entering an exciting phase of its evolution that could affect the way retailers and manufacturers work together. What's involved is redefining the role of the manufacturer as category captain.

First, some background music. Category management for years has been considered a sophisticated and rather vague business technique. But everybody agreed that those who practiced category management were advanced and savvy folks who knew something the rest of the business

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