Four Steps to Optimizing Trade Promotion Effectiveness
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چکیده
Trade promotion programs are pivotal to driving sales, building brand equity with consumers and strengthening channel partnerships. The average consumer packaged goods (CPG) company allocates 14% of its total revenue to trade promotion activities1, which underlines the importance of these programs. Despite growing trade promotion budgets, many companies simply anniversary the prior year’s trade spending practices without identifying ways to optimize these initiatives.
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