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NIELSEN CELEBRATES CATEGORY MANAGEMENT BOOK PUBLISHING BOOK FORETELLS MAJOR SHIFT IN BRAND MANAGEMENT

 NORTHBROOK, Ill., Jan. 20 /PRNewswire/ -- NTC Business Books, in association with Nielsen Marketing Research and the American Marketing Association, began publishing hardback editions of Nielsen Marketing Research's "Category Management" book this month.
 National retailers and manufacturers responded enthusiastically to the first edition of the handbook, published by the Nielsen Press earlier last year. "Category Management" addresses Nielsen's lead in the evolution of category management as a powerful marketing tool for the packaged goods industry. As markets became less responsive to mass appeals, Nielsen created a wide range of software-based analytical products and consulting strategies making it possible to analyze consumer behavior on a store-by-store and category-by-category basis.
 "Category management helps bridge the manufacturer-retailer relationship to create win-win partnerships. The driving force behind this shift includes marketplace dynamics, technological advances, decision support systems and shared goals," said John H. Costello, president and chief operating officer, Nielsen Marketing Research USA.
 The shift to category management has been so overwhelming that the American Marketing Association's publishing arm, NTC Business Books, contacted Nielsen to publish the second edition. "NTC has long been recognized as an innovator in business titles, so it's natural that we would team up with Nielsen to bring this insightful book to the market," said S. William Pattis, president of NTC Publishing Group, Lincolnwood, Ill.
 Nielsen's "Category Management" book has become the guidebook of the industry and is currently being used in university classrooms around the country.
 Nielsen Marketing Research, headquartered in Northbrook, Ill., is the world's leading marketing information company, supplying a wide range of services that help the packaged goods industry screen, plan, test and evaluate individual brands and marketing programs. Nielsen Marketing Research is a unit of The Dun & Bradstreet Corporation (DNB).
 -0- 1/20/93
 /CONTACT: Cheryl I. Procter, 708-498-7642, for Neilsen Marketing Research/


CO: Nielsen Marketing Research ST: Illinois IN: PUB SU:

LR -- NY045 -- 6907 01/20/93 13:01 EST
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Date:Jan 20, 1993
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