THE TAILORED APPROACH

The more brand marketers practice category management, the more they realize that they should never do it the same way twice.Although the process and philosophy applies to every category and every customer, brand marketers are learning that the execution must be designed to fit the unique circumstances of each retail account and, by extension, each store."We are trying to tailor programs for our customers

The more brand marketers practice category management, the more they realize that they should never do it the same way twice.

Although the process and philosophy applies to every category and every customer, brand marketers are learning that the execution must be designed to fit the unique circumstances of each retail account and, by extension, each store.

"We are trying to tailor programs for our customers down to the store level," says Mike Internicola, vice president of cus

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