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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
American Medical Association (AMA), Global brand, Advertising, Conjoint analysis, Knowledge management, Cause-related marketing , Equivalent advertising value (EAV), Boston matrix, Product class, Channel marketing, Opportunity cost, Four Ms, Product attributes, Strategic business unit (SBU), Brand value,
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