Gartner Research

Trade Promotions: Are You Getting What You Pay For?

Published: 17 April 2009

ID: G00180478

Analyst(s): Lora Cecere


Shoppers are looking for affordability in these recessionary times. Trade promotion programs must change to influence these customers before they enter the store. However, this shift in trade spending carries the larger risk of trade promotion compliance and execution. The programs that have the greatest impact on customers before they shop also have some of the biggest issues with trade promotion execution. We'll share insights from three recent AMR Research studies to help guide your team on rethinking trade promotion tactics.

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