Category Management: the State of Research

Authors

  • Alina Rucheva Saint Petersburg State University

Abstract

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.

Keywords:

category management, relationship marketing, category captainship, retail

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Published

2022-03-08

How to Cite

Rucheva, A. (2022). Category Management: the State of Research. Contributions to Game Theory and Management, 12. Retrieved from https://gametheory.spbu.ru/article/view/12965

Issue

Vol. 12 (2019)

Section

Articles

License

Articles of "Contributions to Game Theory and Management" are open access distributed under the terms of the License Agreement with Saint Petersburg State University, which permits to the authors unrestricted distribution and self-archiving free of charge.