The category management textbook
In eight steps to more success at the point-of-sale
With GS1 Germany on the pulse of time. Dynamic market developments and changing shopper behaviour also require a high degree of flexibility in category management.
Category management means: full focus on the shopper. But how is it possible to understand what is important to the customer? What do you do with the gained insights? And how can retailers and manufacturers secure the long-term attention and loyalty of their customers and consumers?
We have captured the category management concept in the textbook "Category Management: In eight steps to more success at the point-of-sale“ – now also available in English. Step by step we explain the 8-step CM process, which has long been established in the market and has set the standard. Enriched with international examples and adaption to different markets, the English edition now also serves as a guide to category management for all CM practitioners and those who want to become one.
Note: For bulk orders or international orders outside EU region, please use our order form in PDF-format or send an e-mail to cmbuch@gs1.de.
This textbook offers you…
- the CM concept from scratch - for beginners and experts.
- an introduction to CM and gives advanced practitioners new impulses for their daily CM business.
- input to deepen or refresh your CM knowledge.
- valuable impulses and approaches for practical implementation.
- a comprehensive insight into the standardised 8-step CM process applicable for different sectors.
- the one management concept when it comes to shopper-oriented measures.
I can recommend the book for both beginners and experts – a truly excellent CM all-rounder. The entire topic is not only explained from the ground up, but it also serves as a reference for those experienced in CM, providing new insights and approaches time and again. What makes reading very pleasant: The book is not a 'text desert'; many illustrations and graphics with examples wonderfully illustrate the topics.
Benjamin Eisenberg
Head of Corporate Commercial Development Nestlé Deutschland AG
Extract
| Year of publication | 2023 |
| Price | 59,99 € |
| Publisher | GS1 Shopper Experience |
| Authors | Birgit Schröder, Sofia Allerby, Christian Eisenberg, Angelika Hense, Justine Lauer, Dr. Jennifer Meyer |
| Dimensions | 16,5 x 24 cm |
| ISBN | 978-3-9823614-5-1 |
| Language | English |
| Format | Paperback |
| Pages | 252 |
For me, the book is an ideal reference to deepen and refresh learned CM knowledge. The examples provided are very well chosen and illuminate the topic from various perspectives, answering many questions in the process. I can absolutely recommend this technical book and see it as a great help, especially for participants in future courses.
Nicolas Serr
ECR D-A-CH Category Manager dm-drogerie markt GmbH + Co. KG
Compliments to the authors of this book! With a clear structure and very good writing style, they have created a non-fiction book that is easy to consume. I find it particularly helpful that CM is also examined from the manufacturer's perspective. It provides fascinating insights that convey well how dealers think and what is important in collaboration. Additionally, there are many useful tips for individual application examples.
Christian Kleissner
Global Category Leadership Director Mars Pet Nutrition
Birgit Schröder
has been a Board member of GS1 Germany since 2008 and as Lead Shopper Experience she is responsible for the portfolio of the entire business unit. She has also been Co-chair of the global ECR Community since the beginning of 2021.
Christian Eisenberg
has been working in category management at GS1 Germany since 2015 and is responsible for the public training, studies & insights as well as the ECR Demand Side expert group and product management in the Shopper Experience division.
Angelika Hense
has been a category management trainer and consultant at GS1 Germany since 2016. She is responsible for a wide range of FMCG client projects and drives strategic shopper experience topics.
Dr. Jennifer Meyer
has been with GS1 Germany since 2020 and shares her knowledge as a CM trainer and consultant. She is also the driving force behind the digital learning platform “GS1 Academy”.
Sofia Allerby
joined GS1 Germany in 2018. She is responsible for the international CM concepts as well as the development and execution of customised trainings. She is also a member of the global ECR Community and ECR CatMan Network Steering Group.