PROMOTING EFFICIENCY

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

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

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