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Efficient Demand Management in Retailing Through Category Management


Dujak, Davor; Segetlija, Zdenko; Mesarić, Josip
Efficient Demand Management in Retailing Through Category Management // Efficiency in Sustainable Supply Chain / Golinska-Dawson, Paulina ; Kolinski, Adam (ur.).
Cham: Springer International Publishing AG, 2017. str. 195-216


Naslov
Efficient Demand Management in Retailing Through Category Management

Autori
Dujak, Davor ; Segetlija, Zdenko ; Mesarić, Josip

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Efficiency in Sustainable Supply Chain

Urednik/ci
Golinska-Dawson, Paulina ; Kolinski, Adam

Izdavač
Springer International Publishing AG

Grad
Cham

Godina
2017

Raspon stranica
195-216

ISBN
978-3-319-46450-3

Ključne riječi
Demand management, Retailing, Category management, Category captainship, Planograms

Sažetak
Demand management is complex and crucial coordinating activity in supply chain management. Its roots are at retail echelon of supply chain where it is most efficiently conducted through category management process. This chapter aims to highlight the importance of category management for efficient demand management activities in the retail supply chain management through a theoretical analysis of the category management process. The need for cooperation between retailers with other members of the supply chain in category management is also emphasized, especially in form of category captainship collaboration. Category management run by retailers is the beginning and precondition for efficient and effective demand management throughout the whole supply chain. Potential implementation problems in certain areas of demand management in retailing are pointed out, and finally solutions for overcoming these issues are offered.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Ustanove
Ekonomski fakultet, Osijek