{"id":10475,"date":"2018-03-05T09:17:52","date_gmt":"2018-03-05T09:17:52","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=10475\/"},"modified":"2023-01-24T19:17:06","modified_gmt":"2023-01-24T19:17:06","slug":"brian-harris-gerenciamento-por-categorias","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/brian-harris-gerenciamento-por-categorias\/","title":{"rendered":"Quem \u00e9 Brian Harris, mentor de Gerenciamento por Categorias"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Quando falamos em <a href=\"https:\/\/club.involves.com\/blog\/trade-marketing\/\">trade marketing<\/a>, alguns nomes s\u00e3o destaque para descrevermos processos necess\u00e1rios para o sucesso de uma opera\u00e7\u00e3o. Desde que esse movimento come\u00e7ou, h\u00e1 mais de 20 anos no Brasil e h\u00e1 30 anos no mundo, podemos destacar:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Francisco Alvarez (autor do livro &#8220;Trade Marketing: a conquista do consumidor no ponto de venda&#8221;)<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Roberto Lira (autor do livro &#8220;Voc\u00ea vende para as lojas ou atrav\u00e9s das lojas?&#8221;)<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Rubens Sant&#8217;Anna (autor do livro &#8220;Planejamento de trade marketing: o dom\u00ednio do canal de venda)<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><a href=\"https:\/\/club.involves.com\/blog\/paco-underhill\/\">Paco Underhill<\/a> (autor do livro &#8220;Vamos \u00e0s compras!&#8221;)<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Brian Harris, considerado mundialmente como o &#8220;pai&#8221; do GC, entre outros<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00c9 sobre o \u00faltimo nome que vamos falar neste post.<\/span><\/p>\n<h2>Brian Harris: o pai do gerenciamento por categorias<\/h2>\n<p>Brian Harris \u00e9 internacionalmente reconhecido pelo pioneirismo e inova\u00e7\u00e3o no mercado de varejo e marketing. Lidera, desde 1983, o desenvolvimento e difus\u00e3o de tr\u00eas das melhores pr\u00e1ticas de consumo: Gerenciamento Computadorizado de Espa\u00e7o em Prateleira (1983), <a href=\"https:\/\/club.involves.com\/blog\/gerenciamento-por-categoria\/\">Gerenciamento por Categorias<\/a> (1983) e <a href=\"https:\/\/club.involves.com\/blog\/shopper-marketing\/\"><em>Shopper<\/em> Marketing<\/a> (2010).<\/p>\n<p><span style=\"font-weight: 400;\">O especialista introduziu o conceito no mercado pela primeira vez em 1989. \u00c9 co-autor das Melhores Pr\u00e1ticas de Gest\u00e3o por Categoria recomendadas pela ECR nos Estados Unidos, Europa e Brasil. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Em 1990, Brian fundou um grupo de parceiros (The Partnering Group) que implementou esses m\u00e9todos junto a centenas de l\u00edderes do varejo, atacadistas e ind\u00fastrias de bens de consumo em mais de 30 pa\u00edses em seis continentes. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A lideran\u00e7a no desenvolvimento de pr\u00e1ticas recomendadas a ind\u00fastrias continuou na \u00e1rea de <em>Shopper<\/em> Marketing. Brian liderou as duas principais iniciativas que desenvolveram esse conceito: Comiss\u00e3o de Varejo dos EUA em <em>Shopper<\/em> Marketing, em 2010, e a Iniciativa de Jornada do <em>Shopper<\/em> e Consumo Europeu, da ECR, em 2011. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Essas iniciativas institu\u00edram um padr\u00e3o global de melhores pr\u00e1ticas para colabora\u00e7\u00e3o do <em>Shopper<\/em> Marketing sob a perspectiva\u00a0<em>omnichannel<\/em>, entre varejo e ind\u00fastria. O especialista orientou muitas das principais empresas do mundo em v\u00e1rios segmentos (mercearia, <a href=\"https:\/\/club.involves.com\/blog\/canal-farma\/\">canal farma<\/a>, conveni\u00eancia) na otimiza\u00e7\u00e3o de pr\u00e1ticas comerciais. Brian fez um treinamento de metodologias com mais de 15 mil varejistas e representantes de ind\u00fastrias.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Professor de Marketing e Neg\u00f3cios Internacionais na Universidade do Sul da Calif\u00f3rnia de 1978 a 1983, Brian Harris tem especializa\u00e7\u00e3o em Marketing pela Universidade Estadual de Michigan, MBA e bacharel em Economia.<\/span><\/p>\n<h2>Entrevistamos\u00a0Brian Harris<\/h2>\n<p>Tivemos a oportunidade e o prazer de entrevistar essa refer\u00eancia para profissionais de trade marketing, marketing e vendas. Voc\u00ea pode conferir o conte\u00fado completo e exclusivo<a href=\"https:\/\/club.involves.com\/blog\/o-que-brian-harris-tem-a-dizer-sobre-gerenciamento-por-categorias\/\"> neste post<\/a>.<\/p>\n<p><!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-c3a0fbfe-4540-4302-b079-9fd73a111c3e\"><span class=\"hs-cta-node hs-cta-c3a0fbfe-4540-4302-b079-9fd73a111c3e\" id=\"hs-cta-c3a0fbfe-4540-4302-b079-9fd73a111c3e\"><!--[if lte IE 8]>\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5315393\/c3a0fbfe-4540-4302-b079-9fd73a111c3e\" target=\"_blank\" rel=\"noopener noreferrer\"><img fetchpriority=\"high\" decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-c3a0fbfe-4540-4302-b079-9fd73a111c3e\" style=\"border-width:0px;\" height=\"260\" width=\"1170\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/c3a0fbfe-4540-4302-b079-9fd73a111c3e.png\"  alt=\"CTA Guia definitivo trade marketing\"\/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(5315393, 'c3a0fbfe-4540-4302-b079-9fd73a111c3e', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quem \u00e9 Brian Harris? Conhe\u00e7a a hist\u00f3ria por tr\u00e1s do nome que \u00e9 considerado o criador do Gerenciamento por Categorias. Confira e se inspire!<\/p>\n","protected":false},"author":4,"featured_media":10515,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[417,422],"tags":[],"class_list":["post-10475","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-execucao-no-pdv","category-tendencias-e-mercado"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Conhe\u00e7a Brian Harris, mentor de Gerenciamento por Categorias<\/title>\n<meta name=\"description\" content=\"Quem \u00e9 Brian Harris? Conhe\u00e7a a hist\u00f3ria por tr\u00e1s do nome que \u00e9 considerado o criador do Gerenciamento por Categorias. 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