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Marrying Category Management, Shopper Marketing and Promotional Marketing is the key to optimising brand and category success, argues David Edwards of Big River Solutions. Let’s liken marketing to putting up a tent. The job is easier when every person in the construction team knows what the end goal should look like if all individuals involved...

Part 1 – Category Development the blue box In the first article in our series, we consider the blue sector, which is Category Development. To quote Henry Ford – “If you always do what you’ve always done, you’ll always get what you’ve always got.” This is a quote I love and for me highlights the...