For retailers the parameters include: clearest company strategy, branding stores, projected power retailers, best retailers with which to do business, best category management/buying teams, most innovative consumer marketing/merchandising, best supply chain management and best practice category management/CMAR (consumer marketing at retail
The consulting firm, based here, referred to today's version of category management as "Consumer Marketing at Retail
(CMAR)." It described CMAR as focusing on the translation of consumer insights to retail action, and broadening its reach from one category to an aisle, section, or occasion.
The marketing and management consulting firm's latest Category Management Benchmark Study found that the best retailers and vendors are shifting to a more action-oriented and consumer-driven discipline dubbed Consumer Marketing at Retail
Kraft decided to apply the "Consumer Marketing At Retail
" (CMAR) approach, which is a practical application of cooperation principles guiding manufacturers and retailers through a discovery, research, selling story, execution, and score-carding protocol.