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How do Category Management, Shopper Marketing and Promotional Marketing fit together?

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 […]

Defining the Difference between Category Management and Category Development

The eight steps to mastering category management have been guiding our industry since the early 1980s, when Dr Brian Harris first coined the term We suggest that the time has come for category management to move with the times and evolve into ‘category development’. Category Development needs to be acknowledged as a new philosophy, where […]