RETAIL MARKETING

Retailers need to make several sets of strategic decisions before choosing which promotions to feature in their stores. The most important choice may be whether to go with an account-specific program or to engage in a co-marketing promotion.Account-specific marketing is usually presented to retailers by the supplier, as a list of options to be tailored to the retailer's marketing needs. Such programs

Retailers need to make several sets of strategic decisions before choosing which promotions to feature in their stores. The most important choice may be whether to go with an account-specific program or to engage in a co-marketing promotion.

Account-specific marketing is usually presented to retailers by the supplier, as a list of options to be tailored to the retailer's marketing needs. Such programs are often tied to a short-term sales goal.

A co-marketing promotion, on the

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