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Trade Promotion Marketing in a Digital World
Brett Goffin from Google spent some time with Bob Houk, Executive Director of Trade Promotion Management Associates (TPMA), discussing how and when the trade promotion discipline will adapt to the...
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Trade Promotion Excellence from a Retailer’s Perspective
On May 21 at 11 AM Pacific, John Carlson from Cannondale Associates and I will appear together on a webinar on trade promotion effectiveness. You can click here to register for this event. John’s...
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Optimizing the Trade Plan with Applied Science
Note: I produced this product demo overview for DemandTec, my employer, to help show off some cool capabilities for the Trade Planning & Optimization software service. The movie runs ~2.5 minutes...
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What’s Next in Trade Effectiveness?
Trade promotion best practices are fairly well established across the fast moving consumer goods industry. But looking forward over the next 1 to 3 year horizon, two “next generation” themes stand...
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CPG Industry View of What’s Ahead for 2010
My friends over at CPGMatters published a roundup perspective of what’s important for industry trade and marketing strategists in the new year. They were also kind enough to quote me several times,...
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