CATEGORY MANAGEMENT AKO ÚČINNÝ NÁSTROJ RIADENIA VZŤAHOV SO ZÁKAZNÍKOM
CATEGORY MANAGEMENT AS A EFFECTIVE INSTRUMENT OF RELATIONSHIP MANAGEMENT
Author(s): Eva PoliačikováSubject(s): Social Sciences, Economy, Business Economy / Management, Management and complex organizations
Published by: Univerzita J. Selyeho, Fakulta ekonómie a informatiky
Keywords: Relationship management; Category management; categories; products; strategies;
Summary/Abstract: In the Relationship Managemet use the firms miscellaneous art of Instruments of Key Account Management. One of this is Category Management. Category is a exclude type of product or all of product groups, which have a common marks and so also consumer groups. They are independent strategic unit. The article deals about heart of this instrument, process of creation and appraisal of categories, these strategies, tactics, implementation. Exercitation of this instrument by Relationship Management goes from customer behavior.
Journal: Acta Oeconomica Universitatis Selye
- Issue Year: 5/2016
- Issue No: 1
- Page Range: 119-127
- Page Count: 9
- Language: Slovak
