To say that Mrs. Smith's Bakeries spends a lot on retail-trade promotion would be an understatement. Its trade-promotion budget is so big that it's more than what the company spends on salaries.
"It's a high item now," said Steve Boynton, director of sales planning and trade marketing for the Suwanee, Ga.-based company.
That's why Mrs. Smith's has been managing trade funds much more closely than in the past. After implementing a trade-funds management solution, it's now budget