CHICAGO -- To practice category management, it's back to the basics. Brand marketers must take the time to look at categories through the eyes of the retailer. What are his goals? Who is the competition? Are brand and category objectives compatible? More importantly, they must examine their own operations to make changes for this new way of doing business. For example, how can sales and marketing work together for a common goal? Are technology-based tools available? "The development of the ...

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