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June 11, 2004 Grading Trade Promotion SolutionsSolutions To Manage €100 Billion In CPG Trade Fundswith David Metcalfe, Sonoko Takahashi, Christine Spivey Overby, Erin Kinikin |
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This is an excerpt
Consumer packaged goods (CPG) firms' trade promotion budgets have escalated to 14% or more of the average CPG firm's gross revenues. This represents €100 billion in trade promotion spend by the 50 biggest CPG firms, but many rely on spreadsheets and point solutions to manage these huge investments. To help firms select the right solution, Forrester graded 10 trade promotion management (TPM) solutions from vendors like CAS, Demantra, and Siebel Systems. Vendors converge on the TPM space with either CRM or analytic heritage to cope with the different market structures that CPG firms face.
Forrester Wave™: CPG TPM Solutions With A Field Sales Focus, Q2 `04
Forrester Wave™: CPG TPM Solutions With A Field Sales Focus, Q2 `04
Forrester Wave™: CPG TPM Solutions With An Analytic Focus, Q2 `04
Forrester Wave™: CPG TPM Solutions With An Analytic Focus, Q2 `04
This is an excerpt
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Marketing & Advertising, Brand Tactics, Brand Strategy
Consumer Packaged Goods, Consumer Packaged Goods Marketing