Consumer Promotions: Enhancing Brand Equity and Profitable Growth

This paper explores some of the challenges facing consumer products manufacturers with regard to trade promotion management. It articulates an end-to-end process that leverages the integration of critical front- and back-office applications to drive out costs while improving profitability and brand equity. Ultimately you'll gain a better understanding of which promotions work and how to generate measurable business benefits. This, in turn, will drive down the number of promotions you run, while making those you keep far more effective.

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