STRATEGY ADVISED: KNOW STORE'S STRATEGY

NEW YORK -- Brand marketers have to understand retailer strategies at the category level to target their trade programs properly. Then, said consultant Jeffrey Hill, "if we understand the way retailers define segments in a category, we can develop account-specific programs." Hill, managing director at Meridian Consulting Group, Westport, Conn., spoke here at a conference on account-specific promotion

NEW YORK -- Brand marketers have to understand retailer strategies at the category level to target their trade programs properly. Then, said consultant Jeffrey Hill, "if we understand the way retailers define segments in a category, we can develop account-specific programs." Hill, managing director at Meridian Consulting Group, Westport, Conn., spoke here at a conference on account-specific promotion sponsored by The Marketing Institute, a division of the Institute for International Research.

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