Alison Chaltas

CPGmatters: How to Tackle Trade Spending

May 25, 2011

FROM RETAILWIRE:
Today's reality has brand marketers at all stages of trade promotion sophistication, spanning from the least invested to the most progressive. What are some best practices for vendors in managing trade promotions? What do you see as the barriers to TPM (trade promotion management) software adoption?      [more...]

Further adding to the challenge of managing trade promotion in today's environment is the growth of shopper marketing as a discipline--with often blurry lines between the two. No longer can manufacturers compartmentalize activities into those that build awareness and brand equity and those that drive volume. Importantly manufacturers must clearly think through the role of traditional trade promotion activities in concert with shopper marketing programs in achieving objectives overall objectives with key customers.