RETAILERS ADVISED TO THINK LINKAGE

SAN FRANCISCO -- As leading brand marketers move toward "second-generation" category management, their analyses must evolve to understand "linkages" between categories."We see most manufacturers making a mistake in looking at their individual products and how they fit together within the category, but not looking at what we call category linkages," said Wallace Buran, a partner at Deloitte & Touche.Speaking

SAN FRANCISCO -- As leading brand marketers move toward "second-generation" category management, their analyses must evolve to understand "linkages" between categories.

"We see most manufacturers making a mistake in looking at their individual products and how they fit together within the category, but not looking at what we call category linkages," said Wallace Buran, a partner at Deloitte & Touche.

Speaking before a conference on Multiple Trade Channel Marketing here, Bu

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