Executive Summary (This is a document excerpt)

In the face of increasing financial and regulatory pressures, consumer products (CP) manufacturers must rethink long-standing trade promotion management (TPM) practices. So, how are firms doing? To benchmark the state of TPM and technologies, Forrester partnered with Trade Promotion Management Associates (TPMA), a division of Trading Partners Collaboration. The resulting data and analysis shows that manufacturers still struggle with basic trade promotion challenges and technologies. But by taking pragmatic steps to change internal collaboration, smart manufacturers can — bit by bit — change processes and culture.

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