Authors
Ilyenkova K.
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Degree
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Postgraduate, Institute of Economics of the Ural Branch of RAS, Category management and Marketing Department, Ltd Zooland |
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E-mail
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reiz@inbox.ru |
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Location
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Ekaterinburg |
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Articles
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The essence and basic Category management elementsThe author in this article formulates seventeen elements of category management, which reflect
the essence and content of this approach. Further, five basic elements are distinguished from them
and the classification of existing definitions of the concept of category management is carried out,
their strengths and weaknesses are described. Based on the analysis, the existing definitions are
clarified by formulating a comprehensive category management definition.
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Category management: new view on its implementation in Russian realitiesCategory management is a breakthrough in retail practice. There are two main category management
methods underlying all the existing category management methods. They are described and
there is considered the method of the Russian scientists developed according to the main methods.
Also by ECR from category management is developed new approach of the retail and manufacturer
relationships — Category Captainship. The describing, analysis, characterizing of the category management
methods and also experience of the category management implementation in the Russian
regional retail helps to develop new category management method with changing some of the
stages sequence, specification and addition of four new stages. All the stages of the new method
are described and compared with the main methods.
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