I blogged a couple of weeks ago about whether shopper marketing meant the end of category management. With thanks to POPAI this turned out to be one of the widest read posts I’d ever written. I was also excited by the level of comment it provoked. Some wholeheartedly rejected the idea that that Shopper marketing was anything more that the logical evolution from category management, whilst others passionately argued that the two were separate and that shopper marketing was an entirely new discipline. [Read more…]

Whilst researching and writing, “The Shopper Marketing Revolution” which I wrote with Mike Anthony, I got the opportunity to speak with and get to know Dr. Brian Harris. Back in 1989, Brian effectively ‘invented’ Category Management by publishing an 8-step process which has guided collaboration between retailers and consumer goods companies for the last 23 years. [Read more…]