STUDY: CONSUMER MARKETING AT RETAIL IS HERE

WILTON, Conn. -- A new brand of category management -- Consumer Marketing at Retail -- is emerging in the consumer packaged goods industry, according to a survey from Cannondale Associates, a marketing consulting firm here.While traditional category management is typically defined as a "distributor/supplier process of managing categories as strategic business units," CMAR calls for "influencing purchase

WILTON, Conn. -- A new brand of category management -- Consumer Marketing at Retail -- is emerging in the consumer packaged goods industry, according to a survey from Cannondale Associates, a marketing consulting firm here.

While traditional category management is typically defined as a "distributor/supplier process of managing categories as strategic business units," CMAR calls for "influencing purchase behavior by marketing to the consumer in-store to deliver improved manufacturer/r

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