The Impact of Trade Promotion on Customer Planning and Execution

Unlock the true potential of trade fund spending...

Executing meaningful trade promotions is an extremely high priority – yet studies show that the processes related to them are largely broken. Many programs fail to provide a return despite a steady increase in promotion spending. For truly effective and impactful promotions, extensive, detailed planning is key. This eBook examines the Customer Annual Planning and Execution cycle. By looking at the customer experience first and working backwards, identifying more accurately what has worked and what has not, manufacturers can create more profitable brands and develop sustained category growth in the expanding world of digital commerce.

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