A Guide to Understanding & Managing Trade Promotions

This clear and concise guide to trade promotions includes details on:

     • Tips to identify if you need to improve your
       spending on trade promotion

     • Definitions of various types of trade promotions,
       including but not limited to price reductions

     • Management techniques for promotional spending
       with a suggested promo calendar

     • How to set objectives for your trade promotion strategy
     • Evaluation techniques to determine program
       effectiveness

With a focus on brand-building and creating a promotional strategy in line with your company's brand positioning, this guide is chock full of definitions, guidelines and tips to help your company's trade promotion program shine.