What customer information do category managers need? An inquiry into category manager's mind
Type
conference paper
Date Issued
2004-09-10
Author(s)
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.
Language
English
Keywords
Retailing
Category Management
Information Management
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Proceedings of the 29th ESOMAR Congress
Publisher
ESOMAR
Publisher place
Amsterdam
Start page
373
End page
394
Pages
22
Event Title
29th ESOMAR Congress
Event Location
Amsterdam
Event Date
10.-13.09.2004
Subject(s)
Division(s)
Eprints ID
31728