TRADE SPENDING STILL A TOUGH GAME: SURVEY

WILTON, Conn. -- Despite a high industry profile and a spate of kinder, gentler language, trade spending practices remain an area of contention between brand marketers and retailers.But shifts in the grocery industry power balance are altering the rules of the game, according to a survey just released by Cannondale Associates, a consulting firm here."Manufacturers feel they are not getting enough

WILTON, Conn. -- Despite a high industry profile and a spate of kinder, gentler language, trade spending practices remain an area of contention between brand marketers and retailers.

But shifts in the grocery industry power balance are altering the rules of the game, according to a survey just released by Cannondale Associates, a consulting firm here.

"Manufacturers feel they are not getting enough efficiency, and retailers think they are getting less than their fair share of

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