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Healthcare Glossary
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Category management
Products are grouped and managed by strategic business unit categories. These are defined by how consumers view goods rather than by how they look to the seller, eg, confectionery could be part of either a food or gifts category, and marketed depending on the category into which it’s grouped.
See also:
Brand
Related terms
Differentiation, Brand reinforcement, New product development (NPD), Concept development and testing, Franchising, Big pharma, Confidence level, Brainstorm, Business strategy , Global brand, Balanced Scorecard, Strategic business unit (SBU), Relative advantage, Asset-led marketing, Boston matrix,
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