Escaping the Catch-22 of Trade Promotion Spending

Mohr, Jakki J.; Low, George S.
September 1993
Marketing Management;1993, Vol. 2 Issue 2, p30
Consumer-goods manufacturers want to cut their bloated trade promotion budgets, but demanding retailers, volume-hungry sales managers, and short-term corporate financial targets stand in the way. Some marketers say they are breaking free, however, with tough-minded strategies focused on long-term brand profitability. The authors' research among packaged-goods manufacturers finds them using a variety of techniques to build brand value, customer loyalty, and trade partnerships. They are proving that even though the trade promotion addiction is formidable, it is not insurmountable. INSETS: The Study.;About the Authors.;Executive Briefing.


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