1. Copyright 2013 JDA Software Group, Inc. - CONFIDENTIAL
Achieving Category
Management Mastery
1
For the past 20 years, category management has been embraced by
consumer packaged goods (CPG) brand owners and retailers alike for
its ability to increase profitability. There are several trends in the CPG
marketing ecosystem that are increasing the importance of category-
based thinking.
Read: Achieving Category Management Mastery
Real Results magazine spoke with Gordon
Wade, managing partner and director of best
practices of the Category Management
Association (CMA), about some of the recent
trends that have the potential to transform the
category management discipline.
Meet the Contributor:
Gordon Wade is managing
partner and director of best
practices of the CMA and is
one of the founders of the
category management
discipline. Wade, along with
Dr. Brian Harris and Bill
Burns, formed the Partnering
Group in 1991 to improve
collaboration between
retailers and manufacturers
and led the development of
the category management
process.