Gartner Research

Peer Considerations: Optimizing Trade Promotion Effectiveness

Published: 06 August 2010

ID: G00205444

Analyst(s): Steven Steutermann


The average consumer products company spends $4.1 million annually on trade promotion solutions and has initiated three trade promotion management initiatives in the past five years. Trade promotion remains poorly understood and requires definition and goal alignment for improved success.

Table Of Contents
  • Overview


  • Post-Event Evaluation Continues to Challenge Organizations
  • Demand Visibility Enables Trade Promotion Effectiveness
  • Defining Trade Promotion Requirements Improves Your Success Rate
  • Trade Promotion Requires Integration Into the S&OP Process
  • Best Practices and Lessons Learned

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