Naslov
Category management as a model for demand management in retailing

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

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Pre-Conference Proceedings of The 10th International Conference on Logistics & Sustainable Transport 2013 / Ipavec, Vesna Mia ; Kramberger, Tomaž - Celje : Fakulteta za logistiko Univerze v Mariboru, 2013, 24-32

ISBN
978-961-6562-75-1

Skup
10th International Conferenceon Logistics and Sustainable Transport ICLST

Mjesto i datum
Celje, Slovenija, 13.06.2013. - 15.06.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
category management; demand management; retailing; assortment

Sažetak
With the purpose of a more efficient demand management modern retailers along with other members of their own supply chain perform category management. This process approach to managing product categories as strategic business units enables retailers and their suppliers a significant impact on the demand of end customers. Demand management through category management is carried out through a series of strategies and tactics aimed largely at the retail assortment. In this way, category management processes become the intersection, but also the starting point of marketing and supply chain activities of retailers. The paper aims to stress the importance of category management to demand management activities in the retail supply chain management through the theoretical analysis of the category management process. Also, the paper emphasizes the need for cooperation between retailers with other members of the supply chain in category management, namely involvement of supply (upstream) side of chain in order to successfully manage the demand of end customers. It is also the precondition for effective demand management throughout the supply chain. The paper also points to the potential problems in certain areas of demand management in retailing.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA