Category Management has more definitions than a Webster's Dictionary. Rather than authoring yet another entry, I'd like to offer a metaphor instead -- the category as a business. Like any business, the category has assets, liabilities, equity, revenues and expenses. The category manager must create a "balance sheet" that goes beyond top-line sales to develop a management strategy that builds long-term value and profitability. ASSETS. The category manager must leverage limited assets of a ...
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