Managing Promotions

Despite the controversy and scandal sometimes associated with trade promotions in recent years, CPG manufacturers and retailers are showing no sign of losing interest in this marketing strategy. On the contrary, over the past 15 years, trade promotions have grown from representing one-third of manufacturers' marketing budgets to two-thirds of their budgets, accounting for about $100 billion annually,

Despite the controversy and scandal sometimes associated with trade promotions in recent years, CPG manufacturers and retailers are showing no sign of losing interest in this marketing strategy.

On the contrary, over the past 15 years, trade promotions have grown from representing one-third of manufacturers' marketing budgets to two-thirds of their budgets, accounting for about $100 billion annually, according to Michael Forhez, industry director, consumer products, BearingPoint, McLe

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