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Achieving Category Management Mastery

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For the past 20 years, category management has been embraced by consumer packaged goods (CPG) brand owners and retailers alike for its ability to increase profitability. There are several trends in the CPG marketing ecosystem that are increasing the importance of category-based thinking.

Read: Achieving Category Management Mastery

Real Results magazine spoke with Gordon Wade, managing partner and director of best practices of the Category Management Association (CMA), about some of the recent trends that have the potential to transform the category management discipline.

Meet the Contributor:Gordon Wade is managing

partner and director of best practices of the CMA and is one of the founders of the category management discipline. Wade, along with Dr. Brian Harris and Bill Burns, formed the Partnering Group in 1991 to improve collaboration between retailers and manufacturers and led the development of the category management process.