For Consumer Packaged Goods Professionals

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	June 29, 2006 The Slow Burn Of Trade Promotion Management A Forrester And TPMA Study On The State Of TPM And Enabling Technologies by Christine Spivey Overby with Carrie Johnson, Lisa Bradner, Brian Tesch	Average: 10  (1 rating)

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Executive Summary

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.

TABLE OF CONTENTS

• CP Firms Struggle To Resolve Basic TPM Problems

RECOMMENDATIONS

• Manufacturers Should Change Process And Culture — Bit By Bit
• Supplemental Material
• Related Research Documents

This is an excerpt

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