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August 2004
Will Category Management Determine the Future of your Wine Business?
by John Stallcup
Category management is the distributor/supplier process of managing retail categories as strategic business units and producing enhanced business results by focusing on delivering consumer value. A "category" in terms of the retail environment refers to a group of similar products (i.e., cereal, bottled water or wine). The nation's biggest retailers nearly always ask a single supplier in a particular category to figure out how best to stock their shelves. "Category management" is the name of the...
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