Selling Through Someone Else by Robert Wollan & Naveen Jain & Michael Heald

Author:Robert Wollan & Naveen Jain & Michael Heald
Language: eng
Format: epub
Publisher: Wiley
Published: 2013-01-02T16:00:00+00:00

In the marketing-incentives arena, manufacturers and retailers also have made minimal progress improving trade promotion effectiveness. This is particularly disconcerting given today's economic uncertainty, increasing competition, and more demanding customers with an increased propensity to switch across providers and products. These circumstances are creating great pressure on manufacturers to either lower prices or find creative ways to convince shoppers their product is a better choice. The net effect is that companies continue to pour money into marketing incentives, despite a lack of clarity as to what they're actually getting in return.

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