Marketing Generics Application Note:

Category Management for high tech companies

Category Management or ‘CATMAN’ has historically been the preserve of FMCG companies and primarily B2C companies, but is now diffusing to high-tech and B2B vendors.  Category Management offers to high-tech and B2B companies all the advantages that FMCG marketers have known for years – specifically the possibility for Product Management to have better control over one’s environment and to reinforce leadership in your chosen area.  This Marketing Application Note explains how Category Management can be applied to high-tech and B2B. 


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Keywords: Brand Management, Category Management, Category Management Model, CMM, Catman, Brand Owner, Product Management, leadership, White Papers, Category Management deliverables, positioning, share of mind, Category of One, organising around categories