Результаты исследований: Научные публикации в периодических изданиях › статья
Category Management: the State of Research. / Rucheva, Alina.
в: Contributions to Game Theory and Management, Том 12, 2019, стр. 295-302.Результаты исследований: Научные публикации в периодических изданиях › статья
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TY - JOUR
T1 - Category Management: the State of Research.
AU - Rucheva, Alina
PY - 2019
Y1 - 2019
N2 - The paper presents the current state of research in category management field based on structured literature review and defined three main domains for further research development. The first domain devoted to variety of marketing tools widely used in category management, their usability and effectiveness. The second analyzes retailer-supplier relationships in CM process. The third one considers the impact of CM practices on stakeholders while game theory is the key tool here for analysis.
AB - The paper presents the current state of research in category management field based on structured literature review and defined three main domains for further research development. The first domain devoted to variety of marketing tools widely used in category management, their usability and effectiveness. The second analyzes retailer-supplier relationships in CM process. The third one considers the impact of CM practices on stakeholders while game theory is the key tool here for analysis.
KW - category captainship
KW - category management
KW - relationship marketing
KW - retail
KW - category captainship
KW - category management
KW - relationship marketing
KW - retail
M3 - Article
VL - 12
SP - 295
EP - 302
JO - Contributions to Game Theory and Management
JF - Contributions to Game Theory and Management
SN - 2310-2608
ER -
ID: 78503935