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  • Trade Promotion Management

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The Brand Experience Playbook For 2019

Create A Customer-Obsessed Brand Experience

In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

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  • Report Sharpen Trade Management For Improved Point-Of-Purchase Conversion

    How To Deliver Applications For Effective Trade Management
    November 29, 2016 | George Lawrie

    Seventy percent of consumers make brand decisions in the store, but attempts made by brands to engage them via mobile applications have had limited success. This research shows how to equip a...

  • Report Market Overview: Trade Promotion Management

    Drive Your CPG Firm's Digital Business Initiatives With New Trade Promotion Applications
    April 22, 2015 | George Lawrie

    Consumer packaged goods (CPG) brands spend more than $500 billion on trade promotions annually and estimate that a third of that spend generates negative returns. To drive new product introduction...

  • Report Drive Returns With Adaptive Content Promotion

    Marketers Deploy Flexible Paid Promotion Budgets Behind Earned And Owned Content To Drive Awareness, Advocacy, And Sales
    September 23, 2014 | Ryan Skinner

    The big preplanned media buy for product- or brand-centric messages is seeing increasing competition from a nimbler creature: granular media buys for branded or earned content. Here, marketers pay...

  • Report Benchmark Your Marketing Innovation

    Evaluate The Balance Of Your Company's Marketing Innovation Across The Four P's
    August 4, 2010 | Mary Beth Kemp

    Marketing leaders are investing more in innovation. But most are spending their resources on the typical marketing comfort zone of promotion. The other three P's of marketing — product/service,...

  • Report B2B Channel Management In A Down Economy

    The Good, The Bad, And The Ugly
    February 2, 2009 | Tim Harmon

    Vendors are responding to the economic slowdown with a wide range of channel management and channel marketing initiatives. Economic conditions dictate new approaches, in particular rethinking...

  • Report B2B Marketers: Make Trade Shows Deliver Better Leads — And Value

    March 13, 2008 | Laura Ramos

    In our 2007 research, trade shows and conferences came out on top of the business-to-business (B2B) marketer's campaign and program spending list. But most marketers struggle to tie trade show...

  • Report Improving Retail Promotion Execution

    December 19, 2007 | George Lawrie

    Retailers continue to struggle with promotion execution and face hefty financial consequences, including skyrocketing administrative costs, misspent funds, and sales cannibalization. To help, an...

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