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Effective methods of marketing management

Author

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  • Marie Hesková

    (University of South Bohemia in České Budějovice)

Abstract

The growing competitive background, increasing of saturation on the Czech market and changes of purchase behaviour of Czech consumers constrains to find new forms of marketing management. Especially by foreign companies on the Czech market we can find using of new effective complex methods known as: ECR -Efficient Consumer Response, EDI - Electronic Data Interchange and category management. The contribution deal with one of them: category management. The application of a.m. method is assigned on example of trade company Makro ČR, s.r.o. in category ,,butters an oils". The application of category management is divided into 8 parts: definition, role, valuation, measuring of efficiency, strategy, tactics, implementation and appreciation of category.

Suggested Citation

  • Marie Hesková, 2002. "Effective methods of marketing management," Acta Universitatis Bohemiae Meridionales, University of South Bohemia in Ceske Budejovice, vol. 5(1), pages 21-24.
    • Handle: RePEc:boh:actaub:v:5:y:2002:i:1:p:21-24
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