CAMBRIDGE, Mass. -- Many companies stumble trying to take the giant step from trade spending management to a true trade marketing function.
To manage through this transition successfully, brand marketers must accord "big project status" to the activity and put a high importance on skill training, said Ric Ellis, vice president of trade marketing for Borden, Columbus, Ohio. "This is not a one-person decision," Ellis said. "It takes money, time, resources -- you need a commitment agains