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Category management : les nouveaux enjeux entre industriels et distributeurs

Author

Listed:
  • Stéphane Gouin

    (SMART-LERECO - Structures et Marché Agricoles, Ressources et Territoires - INRA - Institut National de la Recherche Agronomique - AGROCAMPUS OUEST)

  • Carmin Alberti

    (Alti Développement)

  • Patrick Jourdain

    (PJD Développement)

Abstract

L'accroissement des parts de marché hard discount ne fait que jeter un peu plus le doute sur le rôle et l'avenir du soft discount alimentaire et de la place des marques nationales et régionales. Cette situation contrastée incite davantage les industriels comme les distributeurs à rechercher de nouveaux territoires de valeur ajoutée non plus sur le produit lui même mais sur le merchandising stratégique. L'un d'eux semble devenir incontournable ; le category management.

Suggested Citation

  • Stéphane Gouin & Carmin Alberti & Patrick Jourdain, 2005. "Category management : les nouveaux enjeux entre industriels et distributeurs," Post-Print hal-02360541, HAL.
    • Handle: RePEc:hal:journl:hal-02360541
    as

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    Keywords

    Merchandising; Trade marketing;

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