Category Management – Just old fashioned Marketing, re-boxed?

May 22, 2017

Category Management. Every time I think about CatMan key points, one is the core definition of the Marketing Concept: Satisfaction of Customer Needs & Wants.

Of course, there is much more to Category management than one-sentence, throw-away lines, simple theory, or intangible concepts.

Category Management is a potent and serious business approach that, properly implemented, can grow an industry, streamline a channel’s operations and genuinely improve profits throughout the channel while increasing customer value: It is a win/win for everyone!

However, badly done, misunderstood, or inadequate organisational commitment means win/lose… which (ultimately) means lose/lose.

You can organise your won, in-house workshop, or attend & learn at my Management training workshops on 17 & 18 July (Singapore) or 20 & 21 July (Manila, Philippines) and you’ll discover tools you need to do it right, avoid the landmines, and make it happen. You’ll find more details at 

You’ll acquire the material you need to attract internal support and trade partner alignment, as well as adopt and carry out your own Category Management strategies through both supply chain and demand chain.

It’ll be great to see you there!

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