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Contributions to Game Theory and Management, 2019, том 12, страницы 295–302
(Mi cgtm350)
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Category management: the state of research
Alina Rucheva St. Petersburg State University, 7/9, Universitetskaya nab., St. Petersburg, 199034, Russia
Аннотация:
The paper presents the current state of research in category management field based on structured literature review and defined three main domains for further research development. The first domain devoted to variety of marketing tools widely used in category management, their usability and effectiveness. The second analyzes retailer-supplier relationships in CM process. The third one considers the impact of CM practices on stakeholders while game theory is the key tool here for analysis.
Ключевые слова:
category management, relationship marketing, category captainship, retail.
Образец цитирования:
Alina Rucheva, “Category management: the state of research”, Contributions to Game Theory and Management, 12 (2019), 295–302
Образцы ссылок на эту страницу:
https://www.mathnet.ru/rus/cgtm350 https://www.mathnet.ru/rus/cgtm/v12/p295
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Страница аннотации: | 202 | PDF полного текста: | 93 | Список литературы: | 10 |
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