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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
Corporate reputation, Research proposal, Corporate identity, Porter's 'Five Forces', Business portfolio, Differentiation, Big pharma, Business to consumer (B2C), Affinity marketing, Shareholder value, Defining Advertising Goals for Measured Advertising Response (DAGMAR), Cost–benefit analysis, Customer lifetime value (CLV), Added value, American Medical Association (AMA),
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