MORE DOLLARS BEING AIMED AT TRADE PROMOTION: SURVEY

WILTON, Conn. -- More brand money, and more authority to spend it, is flowing toward account-centered marketing activity, say the authors of a new survey on trade promotion spending.But successful collaboration between brand marketers and retailers remains hindered by significant differences on key issues, notably trade promotion efficiencies and who foots the bill for in-store labor, says the 1996

WILTON, Conn. -- More brand money, and more authority to spend it, is flowing toward account-centered marketing activity, say the authors of a new survey on trade promotion spending.

But successful collaboration between brand marketers and retailers remains hindered by significant differences on key issues, notably trade promotion efficiencies and who foots the bill for in-store labor, says the 1996 Trade Promotion Spending and Merchandising Study from Cannondale Associates, a sales a

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