Тактика категорийного менеджмента: анализ контроля производителей

Линдблом Арто; Олкконен Рами

Задачи исследования;

Область влияния и контроля в дистрибьютерских каналах;

Предложения о контроле производителей над процессом категорийного менеджмента;

Схема исследования и выборка;

Результаты;

Выводы;

Дистрибуция Каналы дистрибуции

Продукт как элемент 4P Категорийный менеджмент

Сегменты рынка FMCG

Торговля Розничная торговля

Ключевые слова: промышленность, маркетинг отношений, оценка области влияния

Аннотация

В условиях ужесточения конкуренции на рынке товаров повседневного спроса
изменяются традиционные взаимоотношения между поставщиком и ретейлером, происходит переход от конфронтации к кооперации. Ключевым мотивом объединения усилий является стремление удовлетворить постоянно изменяющиеся потребности и запросы покупателей. Данная статья будет весьма полезна
компаниям, стремящимся достичь успеха в борьбе за розничного покупателя.

Журнал: «Управление каналами дистрибуции» — №3, 2008 (© Издательский дом Гребенников)

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Линдблом Арто

Преподаватель факультета маркетинга Школы экономики Хельсинки (Department of Marketing, Helsinki School of Economics).

Хельсинки, Финляндия

Олкконен Рами

Преподаватель факультета маркетинга Школы экономики и делового администрирования Турку (Department of Marketing, Turku School of Economics and Business Administration).

Турку, Финляндия

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