It's a chicken-and-egg puzzle. Do efficient promotions engender Efficient Consumer Response perfection? Or do streamlined promotions hatch from a mastery of the other components of ECR?
The ECR architects say the biggest share of potential cost savings -- an estimated $11 billion -- lies in the elimination of damaging promotion practices, specifically those that lead to forward buying and diverting.
Brand marketers say they are pursuing the efficient promotion payoff through a