 BackApril, 19 2004 | Now It's Called CMAR
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Source: Category management has evolved in the last few years into a discipline that goes beyond category boundaries and now places more emphasis on collaboration between retailers and suppliers. According to Cannondale's "2004 Category Management Benchmarking Study," the discipline has developed to a new level of sophistication, which the consulting firm calls consumer marketing at retail (CMAR). It first identified the trend two years ago in the course of its benchmarking study, but according to this year's report, many more manufacturers and retailers have embraced the approach. Download File: Click here to view |