Efficient Demand Management in Retailing Through Category Management

  • Davor DujakEmail author
  • Zdenko Segetlija
  • Josip Mesarić
Part of the EcoProduction book series (ECOPROD)


Demand management is complex and crucial coordinating activity in supply chain management. Its roots are at retail echelon of supply chain where it is most efficiently conducted through category management process. This chapter aims to highlight the importance of category management for efficient demand management activities in the retail supply chain management through a theoretical analysis of the category management process. The need for cooperation between retailers with other members of the supply chain in category management is also emphasized, especially in form of category captainship collaboration. Category management run by retailers is the beginning and precondition for efficient and effective demand management throughout the whole supply chain. Potential implementation problems in certain areas of demand management in retailing are pointed out, and finally solutions for overcoming these issues are offered.


Demand management Retailing Category management Category captainship Planograms 


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.Faculty of Economics in OsijekJosip Juraj Strossmayer University of OsijekOsijekCroatia

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