What the hell is this?

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I have an exam tomorrow. Consumer Behaviour. As I am going through the material I hit upon this road block type of definition for category management and my mind entered a recursive loop trying to understand what exactly in the GOD’s name “category management” stands for.

Under the leadership of a category manager, using cross-functional teams to identify product categories and drive category performance improvements through the application of categories as strategic business units.
– Building a Category Management Capability, Larry Koester, 2002

On a more personal note, If you ever come across the above author’s books start panicking.

Chandoo

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