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Article

Trade promotion management: Why crash diets don't work

Most everyone knows that marketing budgets represents an enormous cost for manufacturers, and executives complain that they don't get their full return on investment from it

  • June 12, 2006
  • min read

Article

Trade promotion management: Why crash diets don't work

Most everyone knows that marketing budgets represents an enormous cost for manufacturers, and executives complain that they don't get their full return on investment from it. They know that the millions of dollars they spend on trade promotions could be more effective, and many have taken strides to acquire tools to do just that. But could they do something more to ensure lasting success?

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