Why has trade promotion, a critical business process which has been around for more than 200 years finally gaining the attention of the C-Suite?  Because someone finally figured out the second largest line item the financial statements of the top consumer products companies can and should be the most powerful incentive to consumers in the marketing arsenal.  Yet even though spending of trade channel promotion funds is as high as 30% of gross revenues, almost three-quarters of the promotions continue to fail to produce positive ROI.  That gets the attention of the C-Suite for sure.

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