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What customer information do category managers need? An inquiry into category manager's mind

Martin Einhorn, Thomas Rudolph & Randy Drenth

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abstract Processing the right customer information is fundamental for category managers to become more market oriented. Information supply has to respect individual knowledge to support effective information processing and to avoid information overload. The paper investigates mental maps from category managers in order to show how they think in terms of customers. The maps show the relevance and sophistication of customer knowledge on an individual basis. The results indicate that capacity for customer information processing is limited and customer oriented goals play an important role. Market research could improve market orientation of category managers by highlighting very few customer oriented concepts.
   
type conference paper (English)
   
keywords Retailing, Category Management, Information Management
   
name of conference ESOMAR (Amsterdam)
date of conference 8-11-2004
title of proceedings Excellence in International Research 2004
page(s) 373-394
publisher ESOMAR (Amsterdam)
review blind review
   
citation Einhorn, M., Rudolph, T., & Drenth, R. (2004). What customer information do category managers need? An inquiry into category manager's mind. In Excellence in International Research 2004, pp.373-394. Amsterdam: ESOMAR.