Novi vertikalni marketing proizvođača i maloprodavača
New Vertical Marketing of Producers and Small Traders

Summary/Abstract: In relations of producers and small traders, different forms of vertical marketing develop a long time. However, under the contemporary conditions of retail global companies, the question is first about conception of products categories called category management – CM. Namely, the prerequisites of business success of contemporary retail economic subjects in new highly competitive environment hide in the implementation of new managing conceptions and new technologies. This paper first gives a short analysis of some former theoretical cooperation viewpoints of producers and traders in marketing channels; later, it analyzes the basic assumptions of new vertical marketing on which rests the conception of category management. Besides, the paper states the application possibilities of the stated conception from the trader’s point of view. The basic hypothesis from which the authors start is the indispensability of vertical marketing application in the relations of contemporary retail economic subjects and producers in all market economies and the implementation of category management in its structure.

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