Trade Marketing, Category Management, and Shopper Marketing

Organizational Trends in Consumer Goods Marketing and Sales

René Schmutzler
Börse & Geld, Business & Fachbücher, Business & Karriere

Shopper marketing, category management, and trade marketing have ranked high on the agenda of consumer goods manufacturers over the last years. They are key to keeping the interaction with increasingly consolidated retailers on eye-level and move the discussions beyond negotiations of trade terms. Yet, many manufacturers still struggle to successfully implement shopper marketing, category management, and trade marketing as functional units in their marketing and sales organization. René Schmutzler describes how different manufacturers have solved this challenge. He carves out key variables and determinants to be considered in designing the organization. He identifies organizational clusters through qualitative field research. The book closes with a summary of learnings that one consumer goods manufacturer made during the change of its marketing and sales organization. The WHU on Sales – Research Series publishes applied research on selling and sales management. It is targeted at academics, students, and managers interested in sales and marketing research.